ITC's eye-catching campaign for'Engage'

ITC's personal care products range expanded its portfolio recently with the launch of their new deodorant Engage through a massive 360 degree campaign, where OOH played the most pivotal role to attract its target consumers. Executed by MOMS in Kolkata and Delhi, the brand has explored various forms of outdoor media options available ranging from traditional hoardings, bus shelters, mupi(outdoor poster placed on the streets beside the bus stops), pillar wraps, wall wraps, unipoles, traffic consoles, foot over bridge branding, gantries, metro signage's, drop down at malls, multiplexes and such. Dipankar Sanyal, COO-MOMS, informs, "We have taken all the possible touch points in these two cities suitable to the focused TG for the brand to gain maximum visibility and recall. The precise planning in terms of using the various out-of-home formats is perhaps the USP of this campaign.”

The brand proposition of playful chemistry has been complemented in the large creative of the young couple used for the outdoor advertisements with the innovative packaging design of the product. It brings alive special moments of love that has helped the brand to target their specific consumer - the youth of the country. "Deodorants as a segment in personal care is experiencing swift and dynamic growth. Engage is uniquely poised to leverage this opportunity and carve a significant consumer mindshare. With freshness at its core and a simple yet modern proposition of romance, we are sure Engage will be identified by its distinct fragrances that stir up myriad emotions of love,” said- Sandeep Kaul, Chief Executive Officer, Personal Care Products Business, ITC Limited.

More than 400 units approximately have been taken for the brand campaign of Engage in the two metro cities. To create the awareness for the product, the major outlets of Cafe Coffee Day in prime locations of both the cities have been used for branding. Dipankar Sanyal further informs that "In Kolkata 12 CCD's and 15 CCD's of Delhi have been used for the branding of Engage. As the product is youth centric, it was necessary to be highly present in the prominent hangout areas where the young crowd goes around. For this purpose MOMS also took sites in some of the very premium but busy locations in Kolkata like Golpark, Hazra Road Crossing and the Salt Lake Sector V which is the IT dominated region of the city with young population present, who will become the ultimate end-users of Engage and thus we have done cluster branding in these regions.” Two aspects in this regard are very important i.e.to signify heavy potential zone as well as identify the effective media options available.  The Clock Tower of Gurgaon Cyber City has also been used to deploy an interesting installation for the brand with the logo of Engage being highlighted with LED lights.