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Home » Campaigns » Dollar's Bigboss takes big steps with OOH!

Dollar's Bigboss takes big steps with OOH!

By Nabamita Chatterjee - May 16, 2013

The innerwear brand yet again hits their target group with strategic out-of-home campaign across the country using more than 600 sites of multiple formats.

The recent outdoor campaign of Dollar Bigboss, the premium innerwear brand having interesting creative of their brand ambassador Akshay Kumar & Prabhu Deva has become a noticeable promotional activity to increase the sales of the product by hitting their target audience. The brand has roped in the major transit and prominent locations in the cities of South like Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Delhi, J&K, Himachal, Pradesh, Hryana, Punjab in North and Gujarat, Mumbai, rest of Mahrashtra, Rajasthan in West zone during the first phase of its execution. The second phase will include the whole of East region, Madhya Pradesh and Chattisgarh followed by interesting innovations in the third phase. Executed by MOMS, the outdoor media partner of the brand, the predominating formats used for the campaign has been primarily large billboards in all the zones, gantries, transit media like bus panels and trams in Kolkata which attracts huge number of eyeballs. A total of 600 sites were booked for this campaign a year.

Bidyut Nath, Head - Advertising, Dollar Industries Ltd., shares, "By taking Prabhu Deva for this campaign and Akshay Kumar matching steps with him & winning it, has attracted our main target group who is the youth of today. Dance being the USP of this campaign we have tried to communicate that fitness is not only related to the macho or action image but also has got relation with such performing arts. The exact frame of mind of our brand ambassadors has been greatly captured by renowned photographer Daboo Ratnani for the product which we have used in our creative all over in the outdoor campaign.  This has been interestingly conveyed through our 360 degree campaign and we did a competition called'step se step milaa, ek laakh jeet ke dikhaa' which has been a very successful endeavour for our brand Dollar Bigboss.”  In the days to come the brand is planning an innovation in the LED format using this chemistry of Akshay Kumar and Prabhu Deva matching steps with one another as an extension of this campaign for Bigboss.

"To create some magical moments of curiosity through the campaign for the product among the specific customer is the uniqueness of this brand promotion and it has been definitely reflected through the large outdoor formats showcasing the two celebrities engaged in a dance rivalry. The pictorial element present in the creative has to be captured well and thus we mainly used the billboards and transit media in many cities due to its higher reach which has helped us in positioning the brand correctly with maximum visibility. The highest challenge faced by us in implementing this campaign within a very short span of time revolved around the logistical operations as the geographical periphery was extended in a huge way for this outdoor activity and the number of cities concerned were many and also included remotest of areas like interior of Jalgaon, Karnataka, Kerala etc,” informs, Rajeeb Bhattacharya- Dy. General Manager, MOMS. 

Dollar Bigboss as a product having the main end customers who are aged between 15-40 years, feels that among the plethora of advertising options available, outdoor is such a format which a brand cannot avoid if they target to cater the masses who are on the move. Bidyut Nath further shares in this regard, "Today for any brand in order to establish its value in the market has to be present among the specific audience in the form of campaign by using all the media formats and without outdoor any marcomm plan is incomplete, the TVC and the print advertisements has to be complimented with out-of-home in order to make the product communication a success.”
 
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