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Home » OOH News » Ambuja Cement builds connect at Odisha's Bali Yatra

Ambuja Cement builds connect at Odisha's Bali Yatra

By Nabamita Chatterjee - December 10, 2013

By combining Brand Pillars and Customer Guidance Camp, the brand reached out to 20 lakhs of people in seven days.

Ambuja Cement, a popular name in the building material sector, made its presence felt this Bali Yatra in Odisha through a massive OOH campaign. Bali Yatra is a festival associated with the adventurous spirit of the Odias. During this festival a popular fair was held on the banks of Mahanadi river in the fort area of Cuttack. After Ratha Yatra, this is the most popular fair in Odisha attracting a footfall of 20 lakh over a week's time. It is thus one of the best occasions for brands to showcase their strengths through aggressive activations.
 

One of the brands to have leveraged it was Ambuja Cement which by combining Brand Pillar & Customer Guidance Camp, gained high recall having ensured clutter breaking visibility among the hundreds of stalls and the crowds at the fair.
 
Suman Datta, State Head - Odisha, Ambuja Cements Limited, shares, "The historic 'Bali Yatra' Fair was nicely organized this year. It is really a reminder of Odisha's rich maritime past. With huge footfalls, it was observed that lot of enthusiastic pandal hoppers thronged to different stalls of the exhibition. It has always been a unique experience for me and the team. This platform surely has provided us a good source of lead generation through our distinctive pavilion equipped with technical panels, literature and officers, who got ample scope for interacting with our valued customers, engineers and architects. We will explore all possibilities to improve and generate visitor satisfaction and interest in coming times.”
 
The campaign had local appeal across the specific TG and was in fact a landmark to the visitors at Bali Yatra being visible from any point at the Yatra Ground. The strategic placement of the Brand Pillar near the entry point of the Ground also ensured interaction and connect with people on their own turf . The brand struck a chord with both the rural  as well as urban Odishas and leveraged the opportunity to highlight Ambuja Cement's technical expertise and customer centric trade practice to instill confidence among the target users.
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