Skipper hits the streets to showcase its water pipes
By Nabamita Chatterjee - March 01, 2017
The campaign covered West Bengal (Kolkata, Siliguri, Malda, Bankura, Birbhum, Bardhaman, Midnapore ,Murshidabad and 24 Parganas), Delhi NCR, Telengana, Punjab, Bihar and Gujarat
Skipper Limited recently launched an extensive outdoor campaign to promote its range of water pipes, targeting in particular the building materials sector. The campaign covered West Bengal (Kolkata, Siliguri, Malda, Bankura, Birbhum, Bardhaman, Midnapore ,Murshidabad and 24 Parganas), Delhi NCR, Telengana, Punjab, Bihar and Gujarat.
The brand opted for a wide media mix that included front-lit hoardings, FOB, unipoles, backlit hoardings, Volvo bus panels and other bus panels as a part of transit media, and bus shelters. In all the campaign used nearly 170 hoardings, 10 bus shelters, 130 plus bus panels, among others.
The campaign was executed by multiple agencies like Arun Sign, Classics Agency, TDI International India (P) Limited, Atin OOH, Uni Ads.
Sushant Roy, Associate Vice President Marketing & Branding, Skipper Limited, told Media4Growth: “The idea of the campaign was to create a high visibility quotient for our brand and products. We selected hoardings and other static media at the arterial points. The bus branding added to the high recall value for the campaign through simple communication. We kept the creative very precise and made the logo and the name bold so that it is visible and gets the attention of people who are commuting. Mostly we took large format hoardings and at most of the iconic locations to attract maximum eyeballs.”
“This sector is highly competitive with many major players, so it was important that we plan a meticulous promotion for proper messaging to our distribution channels and plumber networks, and others who are our prime customers in the building material sector. We are utilising a reasonable amount of our advertising budget for outdoor advertising as they are crucial for our industry," adds Sushant.