Diesel makes a splash at vantage points in Delhi
By Bhawana Anand - April 30, 2015
Diesel has reached out to highly-educated, fashion conscious youth in the 16-35 age group by executing the campaign on JCDecaux's CityLights media
Globally, premium brands prefer advertising through OOH since the mass-marketing channel is also a way to single out a label's target audience in global markets with attractive images and subtle calls to action. Applying the same formula in India, Italian lifestyle brand Diesel reached out to highly educated fashion conscious, males and females between 16 and 35 years by executing an OOH campaign #DieselHigh. The campaign was designed to promote its upcoming Spring/Summer 2015 season in Delhi.
Bringing the plan to action, Diesel deployed JCDecaux's prime property CityLights in areas dominated by their TG such as posh residential areas, malls, youth joints, discotheques and pubs in Delhi.
Continuing the tradition of out-of-box creatives that truly speak to the audience, the brand installed peppy and bright displays aiming to encourage tolerance and love. The brand selected youth-centric areas for the campaign like HauzKhas Village market, South Moti Bagh area, Anupam and Paras Cinema.
Another important target segment for this premium brand are affluent consumers. Considering this group, the brand optimised the opportunity to engage the influential lot moving on the airport access road, Connaught Place, Dwarka, BapuDham, etc.
Commenting on the campaign, Deval Shah, Business Head, Diesel, said, "We cater to a very exclusive audience i.e. the hyper aware generation.
With bright and playful creatives backing our ad plan, all we needed to reach our TG were relevant locations. Strategically placed JCDecaux CityLights have certainly been an ideal partner for the activity in Delhi.â€
"It is exciting that a global fashion brand like Diesel has trusted and invested in our OOH solution to deliver their messages. This is in line with the global OOH markets where these kinds of campaigns are prevalent. Also, it is a very impactful campaign and we hope to renew and develop more such campaigns with Diesel,â€ said Olivier Heroguelle, Managing Director, JCDecaux India.
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