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Dollar creates 360 degree outdoor during Durga Puja

By Nabamita Chatterjee - October 17, 2014

The leading innerwear brand worked with MOMS (Madison Outdoor Media Solution Pvt.Ltd.) for the OOH executions along with local vendors to create high recall value for the brand during the festive season.

During Durga Puja this year, Dollar Industries rolled out a meticulous campaign to make the brand more visible and vivid across all OOH platforms. From the traditional banners, hoardings to high rise cut- outs, cantors, the company explored all possible OOH formats to the fullest during the festive season.

Bidyut Nath, Head - Advertising & Corporate Communications, Dollar Industries Ltd., shares, "For this season, we keep our focus on West Bengal and in particular cities like Kolkata, Durgapur, Asansol, Burdwan, Siliguri, Raiganj, Malda, Murshidabad, etc. Besides Bengal, the Durga Puja is also widely celebrated in Assam; so we covered Guwahati, Silchar as well. We have covered more than 200 outdoor sites for this occasion. For OOH branding we worked with MOMS and some local vendors. The campaign will run for one and half month, which started from the week before Durga Puja.”

Apart from the branding opportunity, Dollar has also focussed on establishing a direct connect with the audience through their on-ground activity called "Pujor Chande Mato Anande”.

Nath shares, "For the festive season people buy new clothes and that also includes innerwear which is a key part of clothing. For creating'an eagerness for buying' in the minds of the mass, outdoor certainly plays a vital role. All our brand variants enjoyed a good amount of OOH exposure during this campaign. The on-ground activity is also a unique endeavour which opens up a lot more opportunity to connect directly with mass. People go out frequently during the festive season; from shopping to pandal hopping, OOH remains the most preferred format to increase brand visibility. It is a perfect time for displaying the brand on the OOH media.”

Speaking about the challenges during execution, he states, "The greatest challenge is to standout in the midst of immense brand clutter and finding perfect visible sites for your brand. As an innovation, we placed a 24ft high cut-outs having Dollar Bigboss brand ambassador Akshay Kumar and Missy Leggings cut-outs through a new and attractive creative. Thus we believe,'the more the visibility','the more is the recall' for brands. Through the Puja campaign we have reached our TG and also have the chance to develop and influence tentative customers for Dollar.”

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