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Rupa Frontline makes an impressional presence in Kolkata, Howrah

By Nabamita Chatterjee - May 09, 2017

Kinetic India has executed the campaign using a mix of media assets like traditional billboards, gantries, unipoles, and FOB

Rupa Frontline, a familiar name in the innerwear category, Kolkata, recently rolled out a high-decibel outdoor campaign covering Kolkata and Howrah with the objective of enhancing the brand awareness among the defined target groups, and to drive their purchase preference through OOH visibility. Targeted at SEC A, B & C and in 15-45 age group, the idea was to multiply reach and effectiveness across multiple touchpoints like transit/market areas in high footfall areas across the target cities.

Kinetic India planned and executed the OOH campaign a media mix that delivered high reach and frequency. Conventional media like billboards were used to cover the length and breadth of the cities along with media like gantries and unipoles. Zone branding across the E.M. Bye Pass was used to create a surrounding prominence. Gantries and FOBs created a straddling visibility. Media like bus shelters and traffic booths were used for visual variety.

About the campaign, Rajeeb Bhattacharya, AVP East and South, Kinetic India, commented: “Through this OOH campaign we created a high recall value for the brand having definite frequency and reach. Along with regular media assets available, an innovation got executed at the bye-pass to highlight the brand’s innovative and customer-focused approach. The exciting and unique creatives on the billboards have been talking points on the streets and created curiosity among the consumers.”

The core creative having the tagline ‘Araam ka Mamla Hain’ got highlighted with the use of blinking LED.
The Kinetic team faced various operational challenges while executing the campaign. Keeping in mind the fragmented geographic spread, production, execution, maintenance had to be managed in a timely fashion. Also, additional permission was taken for putting up an electric motor. Seasonal squalls/thunderstorms also had to be contended with in the maintenance of the sites.

“The brand has received very good feedback from all its stakeholders, be it retailers and distributors. The campaign caught the attention of the TG and we have been appreciated for this effort,” signs off Rajeeb.


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