Dollar Industries enhances new identity through wide-spread OOH campaign
By M4G Bureau - June 22, 2020
Vinod Kumar Gupta, MD, believes that OOH media will effectively contribute to their communication campaign as it has amazing traction across traffic junctions, market places and transit venues like airports and railway stations
Dollar Industries, one of India’s leading hosiery and knitwearcompany, recently revamped its brand architecture and logo. Itpartnered with Platinum Outdoor for a strategic and calculated re-branding exercise to reveal the brand’s new vision ‘Wear the Change’. Following a digital launch with brand ambassador Akshay Kumar, Dollar Industries opted for a robust OOH campaign across 800 plus sites covering 200 cities/towns of India, with 21 days span.
Sharing his thoughts about the OOH campaign, Vinod Kumar Gupta, Managing Director, Dollar Industries, said, “Due to Covid-19 pandemic the transit vehicles and movement of people got restricted, hence we focused on digital and social media platforms. However, with the lockdown restrictions easing out across various states, we have utmost confidence that OOH media will effectively contribute to our communication campaign. OOH has amazing traction across traffic junctions, market places and transit venues like airports and railway stations.”
“We have recently undergone a brand architecture change and it is imperative to communicate the change to our consumers and stakeholders. With the workplaces resuming operations, people will spend a lot of time on-the-go. Therefore, we firmly believe that outdoor media has immense potential and is here to co-exist alongside new age mediums,” he added.
For the campaign, premium impact media like billboards, gantry, unipole and utility were shortlisted to create top-of-mind awareness of the new Dollar logo. These assets were tacticallyidentified and selected, considering road mobility under Unlock Phase 1. Based on the city/town topography and OOH movement, various touchpoints were chosen namely, main junctions of thecities, key arterial roads, main markets, bus stands, railway stations, entry and exit of the cities.
This will help the company to highlight the brand revamp messageand increase brand appeal among consumers.
Speaking about the association with Dollar Industries, Dipankar Sanyal, CEO, Platinum Outdoor said, “We have been associated with Dollar Industries for over a decade. We feel proud to be part of the change in Dollar’s brand identity. Dollar has always been a believer in the power of out-of-home and they pursued this campaign with the same belief and rigor. Dollar’s campaign has set the comeback sign for the outdoor industry, which was badly affected due to the lockdown.”