Dollar rolls out 360 degree OOH campaign during Durga Puja

Dollar Industries has rolled out an extensive OOH campaign in Kolkata during the Durga Puja festival. The brand has used a wide variety of OOH formats for the campaign that includes traditional banners, hoardings, high rise cut- outs, cantors, etc.

On the campaign, Bidyut Nath, Head- Advertising & Corporate Communications, Dollar Industries, said: “For this season, we have kept our focus on markets like Kolkata, Durgapur, Asansol, Burdwan, Siliguri, Raiganj, Malda, Murshidabad, etc. Apart from Bengal, Puja is also widely celebrated in Assam, so we are covering Guwahati and Silchar as well. We have covered more than 200 outdoor sites for this occasion. For OOH branding we are working with MOMS and a few local vendors. The campaign will run for one and half month, which started from the Pre- Puja week.

Apart from the branding opportunity, Dollar has also focussed on gaining direct connectivity with the audience through an on-ground event activity called “Pujor Chande Mato Anande.

Nath said: “For the festive season people buy new clothes including innerwear. For creating’an eagerness for buying’ in the minds of the mass, outdoor certainly plays a vital role. All our brand variants enjoy a good amount of OOH presence. The on-ground activity is also a unique endeavour which opens up lot more opportunities to connect directly with the masses. During Puja people tend to be in the outdoor a lot, so OOH remains the most preferred format to increase our brand visibility. It is a perfect time for displaying the brand on OOH media.

While describing the execution challenges, he said: “The greatest challenge is to stand out in in a cluttered environment, and to find visible sites. This Puja, as an innovation we are placing 24 ft. high cut-outs having Dollar BigBoss brand ambassador Akshay Kumar on them and Missy Leggings cut-outs through a new and attractive creative. More the visibility, more is the recall for our brands.