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Ambuja Cements to go big on OOH in East

By Nabamita Chatterjee - February 07, 2014

The brand invited agencies to participate in a pitch for the outdoor advertising rights for five Eastern states.

Ambuja Cements Ltd., recently  invited Outdoor agencies for a pitch for their advertising rights pertaining to OOH campaigns in the five states of the region i.e. West Bengal, Odisha, Bihar, Jharkhand and Chattisgarh.

While speaking on the objective behind this move, Vikramjit Nath- Regional Head - Brand (East)Ambuja Cements Ltd. shares, "Till last year, we used to take sites from different vendors for our campaigns on a one to one basis and not from any agencies, and they consisted of primarily small format hoardings. But the reporting  in terms of maintenance and monitoring caused great discomfort for the brand team. Hence we decided that for the 2014 campaign, which is starting from this February, we will be working only with outdoor specialist agencies.

He added, "We had invited about ten agencies across India and shared with them the guidelines regarding our OOH Brand guidelines which essentially includes big formats, strategic landmarks etc. with a lot of stress on monitoring the units and competition tracking. We also shared details of focussed markets in this zone so as to give them a clear vision of the span and geography of the spread.

On the basis of the plans shared, the brand did on-ground recce and comparatives were drawn, and then  five agencies for five states were selected. Finally Ad Touch won the account for West Bengal. Chattisgarh went to Apex. Jharkhand to OAP. Odisha to Bates and Bihar went to Milestone.

The campaign execution has already started. "Considering the changing landscape of the cement industry in East, we intend to add more thrust to our OOH visibility levels. The current exercise is the first step towards the promotion and we intend to add on more such activity in the near future .” signs off Vikramjit.  


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