V-Guard crafts grand presence with 25,000 sq. ft. branding across West Bengal
By Ria Banerjee - October 16, 2019
Executed by Chennai-based Podhigai Ads, V-Guard’s OOH campaign revived the traditional Puja style along with strategically promoting its products
Chennai-based OOH agency Podhigai Ads kicked off V- Guard Durga Puja campaign in West Bengal with popular traditional Dhaki activity on the auspicious day of Mahalaya. The campaign, commenced with beats of the Dhaks (traditional drums) laden with feathers, branded wraps and look-walkers carrying LED screens of size 4 ft. height and 2 ft. width who visited all the major retail outlets and distributer and the main market areas including major malls. This activity also included women Dhakis (drum players) which became the showstopper.
Besides, the brand was visible on multiple overhead gates at vantage points and close to 265 billboards were plastered in over 30 locations across 13 cities. A grand 25000 sq. ft. of advertising space was taken promoting range of V-Guard products during Puja for a period of 10 days. The locations included Kolkata and adjoining areas in rest of state like Siliguri, Alipurduar, Asansol, Durgapur, Howrah, Malda and Behrampur for strategic installation to enhance the brand presence and maximize the eye balls.
On this occasion, Nandagopal Nair, Vice President and Head, Brand & Communications, V-Guard shares, “This year for Durga Puja, V-Guard has invested for creating a buzz for the brand in its key markets across West Bengal. The on-ground activities have been well executed by Podhigai Ads. The festival has been used as a platform to reinforce the brand in the minds of both our discerning consumers and channel partners. A Puja video was also created celebrating the spirit of Puja which drew over 1.5 million views and made an unprecedented buzz for the brand. This has been qualitatively understood by the excitement within the trade about the brand pressing the accelerator in the most important festival in West Bengal and helping them in their sales efforts. Preliminary understanding of the activity tells us that there has been a significant build up in awareness about V-Guard and its offerings.”
On the similar occasion Madan Seeni, Director, Podhigai Ads, asserts, "Since West Bengal is a land of tradition and culture. We have created brand awareness by relating V- Guard with Dhaki activity. The instrument has been wrapped up with V-Guard creative made up of fabrics. There were pamphlets that were distributed to the crowd for awareness. Look walkers have been deployed to attract more number of eye balls on the brand. Also we have installed 265 panel hoardings across West Bengal to ensure V-Guard does the mass branding during Durga Puja.”
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