Campaigns

Central showcases its experiential retail through OOH prism

Central, after rebooting its retail design into HD experiential one, has launched a powerful OOH campaign in Delhi and Bengaluru. Street Talk has executed the campaign in Bengaluru.

Published

January 25, 2017

Satarupa Chakraborty

Right after going through a makeover and coining high-definition retail experience in cities like Bengaluru and Delhi, Future Group’s multibrand retail entity Central, to project its experiential retail offerings, is using static outdoor in Bengaluru and has resorted to some unique activation at Terminal-3 of Indira Gandhi International Airport, Delhi. Street Talk has executed the campaign in Bengaluru.

Central has rolled out this campaign on 70-90 consecutive Metro pillars between Brigade Road and MG One Mall. Apart from these, a prominent hoarding sized at 10ftX90ft near Kempegowda International Airport, Bengaluru at the exit right before the toll road has been taken for the campaign.

Deepansh Bhargava, AVP – Marketing Operations, Central Stores, Pan India, explained, “The objectives of the OOH campaign were different depending on the media we have used. The creatives and messaging on the Metro pillars were aimed at receiving attention on our all-new Bangalore Central Residency Store. It is the store where Mr Kishore Biyani’s idea of changing Central’s rebooted concept was first launched. The objective of these continuous interaction through a sizeable number of pillars was to ensure uninterrupted attention and strong impression over our TG, especially during the ongoing sale season. No prize for guessing but the effect of this has been stupendous. On the other hand, we kept our hoarding presence at just one but made sure it was the most prominent one right after one steps out of the airport. The objective of that was more towards grabbing the attention right after one lands in the city.”

Continuing the airport presence, Central has also set up a refreshment kiosk at the IGIA’s Terminal-3 along with taking up some advertising space along the escalators. These classy lounge-style kiosks are welcoming the commuters with refreshments and gift vouchers to promote the experiential retail of Aerocity Central. “Drawing the popularity of Cyber Hub in Gurgaon, Aerocity has the potential and we are promoting Aerocity more than our brand. We are welcoming people to check out Aerocity and while they are there, we would like to make our presence felt through the revamped retail design and experience of the Central store,” Bhargava added.