Triam Veer builds huge OOH presence in Kolkata & ROWB

The eastern region in the country is witness to accelerated growth of building materials business. Amit Mettaliks Ltd is taking strident steps to get ahead of the growth curve in Kolkata and ROWB with its newly launched brand Triam TMT. Moreover, the company taken the outdoor route to promote the brand among dealers in the region. Balaji Ads has been vested with the responsibility to execute the brand's outdoor campaign.

Balaji Ads has used a variety of media formats for the campaign that includes 150 traditional large billboards, traffic consoles, bus shelters, unipoles, pillar wraps, LED hoarding, cut-outs and live showstoppers. The creative showcases a strong man called Triam Veer that embodies the 600 grade feature of the TMT bar. The campaign is running across all strategic locations of Kolkata and ROWB.  

Nikhil Natraj, President- Amit Mettaliks Ltd, told Outdoor Asia that OOH was an obvious choice for Triam's triumph. "In this zone as there are a lot of players in this vertical and most of them are endorsed by big Bollywood stars. So, our main aim was to break this clutter and reach out to the real estate industry, traders and distributors for Triam. The second reason is, it boosts the confidence level of the traders if they see the product advertisement and OOH gives a reassurance as well as recall at the same time.”

He added: "When it comes to a product like a TMT Bar the involvement of the consumer is very little. The traders plays the most crucial role so communicating the right message to them is a challenge for brands and manufacturers. OOH is a must have in such a situation.”

Balaji Ads has deployed the campaign in transit locations across Kolkata and in Behrampore and Murshidabad. "More such activities are in the pipeline,” said Natraj, adding that "we are trying for a tie-up with Kolkata Police as they have got various media formats like police booths, small directional signages, portable guard rails, etc. which are easily available throughout the year. We also want to beautify the city as well.”

The live showstoppers are also carrying the creative of the brand giving out the general details in areas where hoardings are not allowed. Four groups of men are moving with lit backpacks in the evenings for 3-4 hours in areas like Burrabazar which is the most important wholesale market for traders (it is also a no hoarding zone).

Reflecting on the impact of the campaign, Natraj said that the company is already receiving enquiries from dealers and traders, and importantly, government bodies and real estate companies have also taken cognizance of the brand offering.

On the campaign execution, Abhishek Kejriwal, Director - Balaji Ads, said: "As the brand launch was scheduled just after the elections, getting good sites at strategic locations were a challenge. Moreover, we had to use a variety of media formats within a very short period of time.”

Natraj added: "Maintaining the cut-outs are a challenge for the city and ROWB, though in the districts the dealers try to protect it as their own property for getting the mileage. We have more plans for rest of Bengal and we want to do Canter and balloon activities in the district headquarters as the market is growing day-by-day.”

"Within the next one month we are going to take up all the branding activities for Triam in all districts of West Bengal. In the near future, Triam will also go in for railway branding, covering local trains in West Bengal."

The duration of entire campaign is one year as the brand wants to build an identity with the sites where the creative is up making an instant recall in this vertical for Triam.