Blue Star beckons its TG to'Choose Purity' through outdoors

Blue Star Ltd recently unveiled a campaign to promote the launch of a comprehensive range of residential Blue Star water purifiers with the communication “Choose Purity”. Executed by MOMS Outdoor Media Solutions, the campaign has been strategically implemented with an emphasis on their TG specifically in Sec A, A1 and A2.

The innovation was done on a massive 100x10 gantry in Mahim to create an enhanced positioning of the new product range of Blue Star water purifiers. The 2D cut-out of the product was highlighted with blue neon, which gave it the halo effect. MOMS used various OOH platforms like billboards, bus shelter and key mall facades near key routes and upcoming residential areas to generate high-frequency reach for the brand.

Blue Star is a well-known player in cooling solutions for over seven decades. It has been always a strong contender in the corporate and commercial segment with air-conditioning and commercial refrigeration, and until now was not very dominantly present in the residential segment.

About the campaign, Jayesh Yagnik, Chief Operating Officer, MOMS Media Outdoor Solutions, commented: “We are extremely proud to be associated with the recently launched comprehensive range of residential water purifiers from Bluestar. The company which is known for its premium products has come up with the range of water purifiers. At MOMS like always we constructed the high decibel campaign to diver the desired impact which is required for any launch campaign. The right mix of innovation, multimedia approach and clutter breaking black and white creative have helped this campaign distinguish itself during the peak season.”