Big Bazaar woos Kolkata on OOH

Big Bazaar, one of the largest hypermarket chains in India, recently launched an extensive outdoor campaign to promote the Alcove Big Bazaar Family Center at VIP Road near Sreebhumi in Kolkata. Executed by OAP, the brand used hoardings, backlit pole kiosks, lollipop unipoles, Metro train branding, LED signage's at traffic junctions and such other out-of-home formats to grab the attention of the specific TG residing in that area.

Sangram Samantray, Marketing - East, Big Bazaar shares, "OOH is a vital element in the marketing communication mix today in order to retain the top of mind recall for a longer period, especially when you are announcing the launch of a new store in the city. In this case we have focused on a higher frequency in the area where the new Alcove store has come up and at the same time have also made an attempt to communicate to the people across the city through OOH at other busy junctions and also in the Metro Railways. As this destination is for the whole family where there is something for each member, we have taken around 80 units of exposures across all outdoor vehicles for the duration of two months.”

"We have tried to showcase the wider range of products available at the store and customer convenience like FREE freshly cut fruits and vegetables, Multi grain Wheat - freshly ground Atta - Roti, freshly ground spices, wide assortment of freshly baked bread etc and we have tried to showcase the same through back to back repeat unipoles and kiosks across a stretch of road so that a passerby is exposed to all these in a sequence,” further adds Sangram.

A complete cluster branding for Big Bazaar was required for this campaign, thus we have taken the sites in the complete stretch from Airport to Kankurgachhi to showcase the amenities of the store. We have tried for the large formats primarily and apart from that kiosks and traffic consoles have also been utilized. The prime sites of the campaign also include Ultadanga, Laketown and the adjoining areas so that anyone crossing that zone can register it easily. We have tried to plan an integrated campaign giving sites which could be easily illuminated and those which have got no monitoring problem as well,” shares Sankar Mitra Senior Manager, Media Services - OAP (I) Pvt. Ltd.