Platinum glistens under the OOH glare
By Satarupa Chakraborty - January 13, 2017
Laqshya crafted the 28-city OOH campaign that turned the spotlight on PGI's premium offerings
Platinum Guild India launched 3-week OOH campaigns to promote Platinum Love Bands for “Your Day of Love” and Platinum Evara. The campaigns ran across 28 cities. Laqshya Solutions crafted the whole campaign focusing upon the brand’s premium quotient with best distinguishability through their brand imagery.
The common objective of both the brand campaigns were to up the brand’s aspirational quotient amongst its target audience with their exquisite designs displayed in the outdoors. Team Laqshya Solutions maintains: “We had a mammoth task to translate the same aura and culture onto the streets. So, we offered them a plan that guaranteed them nothing but the best distinguishability. The media planning team handpicked the most impactful sites that were eye-catching with 100% visibility. The team used the location mapping software to arrive at the most influential locations that would synergise with their objectives. The sites selected were analysed with the traffic movements to offer a campaign that was high on visibility. The chosen media units were iconic sites that sync well with the surrounding and the TG engagements whereby every media unit used scored very high on our proprietary panel rating point scale that screens every site visibility parameter.”
Commenting on the opportunity to be associated with this brand, Jalaj J. Pathak, Vice President, Laqshya Solutions, said, “We are delighted to have worked with Platinum Guild India. It is truly a great brand to be associated with. The team works with a lot of passion and that definitely rubbed off on our client servicing team. I am thrilled that the team has presented a very impactful media plan and the buzz surrounding the brand says it all. The challenge was to reinforce the brand along with its premium, classy imagery. So the OOH formats that we planned and deployed were quite outsized and that have successfully created a lasting impact.”
Speaking on the Campaign success, the spokesperson from PGI said, “The strength that Laqshya brings to the table is their stronghold of this medium in terms of having a good site bank, good knowledge of what will work for us in each market, micro monitoring system & tools to evaluate efficacy. This gives us confidence in our plans and its effectiveness. We recently completed our OOH campaign for both our brands – Evara and Platinum Love Bands. Though our approach for both brands are different, the objectives were effectively executed by Laqshya. We have received positive feedback from trade which is key for us. Going forward, we look towards exploring effective and meaningful innovations in this medium.”