Welspun captures festive season with two tactical campaigns
By M4G Bureau - November 12, 2020
Presenting bedsheets as a perfect Diwali gifting option, the brand crafted a Spaces Rangana campaign
With the festive season kick-starts, Welspun plans to create buzz for its products and boost sales at the advent of the pre-festive and festive season through a high-impactful campaign. Welspun partnered with MOMS, the outdoor unit of Madison World to bring the brands’ offerings into light. Two tactical OOH campaigns have been designed starting from Durga Puja and Diwali across 26 cities, namely Kolkata, Guwahati, Patna, Gangtok, Delhi, Gurgaon, Noida, Amritsar, Mumbai, and many more.
As bed sheets are also used for festive gifting during Diwali. Hence the brand created a range of traditional imprinted bed linen for the Spaces Rangana campaign.
Over 140 high impact media units consisting of both reach and frequency formats such as Billboards, Unipoles, Gantries, Cantilevers, Bus Shelters, Metro Pillars, etc. were deployed across key arterial routes, SEC residential pockets, and shopping areas. The creatives also carried dealers’ panels of the local dealers to boost local sales.
The campaign was executed across 26 cities in two parts. 11 markets of the Eastern part of India were tactically activated during Durga Puka festivities and other 15 markets in Northern, Western, and Southern India were activated closer to Diwali, to grab the minds of consumers, at the right time. The Diwali campaign focused on the new Spaces Rangana collection, while the campaign during Durga Puja was based on reversible bedsheets. The first 14-day campaign centered around Durga Puja was highlighted in key markets such as Kolkata, Siliguri, Asansol, Guwahati, Patna, Ranchi, Bongaigaon, Malda, Bhubaneshwar, Cuttack, and Gangtok, while the Diwali campaign was launched in Delhi, Noida, Gurgaon, Jodhpur, Amritsar, Ludhiana, Patiala, Mohali, Vijaywada, Vizag, Bhopal, Indore, Nagpur, Vapi, and Mumbai.
Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions comments, “During Diwali and Durga Puja, everyone likes to groom themselves and dress up. These festivals provide a perfect mix of TG’s shopping dilemma that brands can connect with while publicizing their products at the same time. This campaign is a flawless example of reaching out to the TG by employing OOH to create a larger than life image for the brand and convey the brand message.”