Unibic counts on the drool factor

Bangalore based Unibic Cookies, which has been marking its presence in India since 2004, has gone all out wooing its TG with a range of product variants. The company, which is reportedly the first biscuit company to have put up a'wire cutting' technology and which bagged the British Retailer Consortium certificate in 2008, has come with a new OOH campaign across Mumbai followed by cities like Bangalore and Chennai.

Unibic considered OOH advertising together with radio and television selectively to promote the brand. The thought process behind the creative of the campaign was to enable the TG to get a feel of the cookie. Media planning agency Media Circle has successfully positioned the brand across OOH with mobile van innovation at Mahim Causeway, hoarding innovation at the Juhu car parking area and bus shelters at Worli, Bandra, and Haji Ali, all supplemented with simple hoardings across Mumbai. Essentially, simplicity was at the core of the campaign.

Apart from visibility in major locations like Juhu, Mahim Cause Way, Media Circle planned the campaign as per the TG movement, working hand in hand with the client. Given the nature of the product, residential areas like 7 Bunglows, Mulund and Chembur  in the city were targeted to influence the purchasing decision.  

"Unibic Cookies is advertising after a long hiatus in Mumbai and hence our objective was to create a big impact in the city and get noticed through our outdoor campaign. Media Circle came to us with innovative ideas and followed it up with good execution - making sure our campaign is visible and impactful," said Ankura Ranade, Brand Manager, Unibic Cookies.

Adding to this, Anil Vohra, CEO -- Media Circle said, "For launching the campaign we wanted to make a high frequency planning with a low budget and we have over come a lot of challenges while working on the campaign. The client wanted the campaign for a month, but going by the trend of shorter campaigns, we did the Unibic campaign for 15 days and it has been extended for some more days now.”

To measure the campaign, Media Circle did a campaign evaluation in partnership with a few agencies and also through random surveys. They found out that there was a 60 % to 70 % product recall that was registered.

Unibic now plans to come up with some small scale innovations in Bangalore, besides extending their presence to other markets.