Aaj Tak rolls out innovative, cluster branding to promote'Agenda Aaj Tak'
By Bhawana Anand - December 11, 2014
The campaign, executed by Zenith Outdoor and Alakh Advertising and Publicity, features innovations on some 65-70 sites
Popular Hindi news channel Aaj Tak has launched a powerful OOH campaign for its upcoming summit'Agenda Aaj Tak' in New Delhi. To make the campaign a talk of the town, the brand decided to execute innovations on some 65-70 sites. The TG for the campaign comprises SEC A, corporate professionals. Zenith Outdoor and Alakh Advertising and Publicity executed the campaign. The duration of the campaign was 10 days.
Keeping in mind the concept of the show, the channel developed a creative showcasing a microphone with a flame on top. The flame was highlighted using LED lights. The idea behind executing innovations on all sites was to create a high recall value. All the sites were taken within a 1 km radius to create cluster branding.
The biggest challenge was to execute the innovation on all formats within a short span of time. However, the brand and the agency went about the task meticulously. Even the availability of sites within a certain range was challenge to be overcome. Mainly, eye-level and big format sites were used for the campaign.