Malabar Gold enters Kolkata riding high on OOH

With the wedding season approaching, Malabar Gold & Diamonds, a celebrated name in the jewellery segment, rolled out their OOH campaign in Kolkata marking the brand’s entry to the city with their new showroom. Kalyan Ram, Associate Director – Malabar Gold & Diamonds, said, talking about their objective in selecting the out-of-home media, “Before entering the market of Kolkata we did a thorough research on the city’s geographical spread, cultural aspect and also saw that there is a very large moving population at outdoor. Thus while choosing the media for our launch campaign we considered outdoor as a very important one because it is a very big industry in Kolkata. People of the city also appreciate it and the government policies also compliments the media. So it was our priority to indulge in OOH when it came to our brand campaign. We used both front lit and back lit hoardings in the major locations specific to our TG. We tied up with our specialist OOH agency like Adhunnik Mercantile Pvt. Ltd., Surya Advertisers and our creative agency Ad Tree, and all of them helped us in understanding the new market for Malabar Gold & Diamonds. Outdoor has given us a very good platform in Kolkata for our launch during Diwali by complimenting with the other medias available, thus we will continue this campaign keeping in mind the approaching wedding season followed by Christmas, New Year and Sankranti.

Apart from traditional billboards Malabar also went for backpack branding as a part of their launch campaign. Executed by Adhunnik Mercantile Pvt. Ltd., Nimesh Shah Director of the organization shares, “Being the frontline OOH agency for Malabar Gold we combined the ATL and the BTL activities for the brand. We did the on-ground activity with 12 boys divided into three groups moving with the backlit backpacks around the region of Camac Street, Wood Street, Theatre Road, Park Street and the whole adjoining area where the showroom is located to mark up the curiosity quotient of the brand. In this competitive market of’Jewellery’ where so many new brands are getting launched in the city, we thought that backpacks would help Malabar Gold in positioning their name through an interaction with the people moving around as the boys who were carrying the backpacks were all well-groomed and trained for answering FAQ’s to leverage highest possible brand recall.  A well planned navigational campaign was brainstormed keeping premium sites specific to their TG.