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Home » OOH News » Pan Vilas goes high on OOH

Pan Vilas goes high on OOH

By Bhawana Anand - November 28, 2013

Pan masala brand Pan Villas executes a high recall campaign in North India

Godfrey Phillips India's pan masala brand, Pan Vilas, has utilized the OOH medium to build upon the brand imagery of the product and communicate the message of the new price point of the product's 1.7g pack. The outdoor media campaign planned and executed by DDB MudraMax team was launched across key markets of Gujarat, UP, MP and Delhi.

The ideation for the campaign has been kept simple, effective and visually appealing. The hoarding showcases the refreshed packaging with the new price point of Rs4/- , and the visual of brand ambassador Manoj Bajpai inviting the consumers to associate themselves with the special, new Pan Vilas pack. The media planning has been done to cover the entry/exit points to a city, heavy traffic junctions, high footfall locations, youth hangouts/recreational areas and high selling areas.

The extensive and highly visible outdoors plan has been executed across the major towns of Uttar Pradesh namely, Lucknow, Kanpur, Gorakhpur, Allahabad, Varanasi, Meerut, Muzafar Nagar, Saharanpur, Shahjahanpur, Bareilly and Moradabad, besides 4 key cities of MP including Bhopal, Gwalior, Indore and Jabalpur and 12 major towns in Gujarat and key locations in the Delhi-NCR region. Campaign duration across cities was for a period of 45-60 days. Delhi also saw key locations with the Pan Vilas logo and pack shot getting lit up. Prefabricated backlit boxes with LED lighting were put atop billboards at the key OOH sites at major traffic bottlenecks of the city -at Nehru Place and MG Road. Simple, yet visually appealing displays have been catching the eyes of commuters and generating quite a buzz.

The key challenge was to craft the communication in a way that was eye-catching and which would help maximize awareness levels and the brand's top of mind recall value.  The OOH campaign restricted to those sites with large display areas and to locations situated in high footfall regions with heavy traffic coverage so as to maximize viewership numbers.

Commenting on the whole campaign, Arnab Ghosh; General Manager -- Marketing, Godfrey Philips India Ltd. said, "The OOH campaign was mounted to build salience for Pan Vilas across key markets and to create a buzz prior to the intended price change on the brand. Initial indications on the acceptance of the new price point in most markets are positive. The entire 360 degree approach of which the OOH campaign was a key element seems to have worked in achieving the intended results, thus leaving the brand in a better state of health. DDB MudraMax as a partner has been instrumental in working to a brief of providing the most optimized OOH plan for the key markets, which in the current situation of budgetary constraints was the need of the hour.”

Adding to this, Subhashish Sarkar, Sr. Vice President, DDB MudraMax, said, "The Pan Vilas campaign has been taking steady and sure strides across a variety of media in recent years, to entrench itself as the most recalled in category with clear communication, memorable brand endorsement and strategic message locations. For OOH, DDB MudraMax has strived to work closely with the brand team in delivering mileage in tandem with the rest of the brand delivery in all markets. Selection of media, astute buying and a slew of eye-catching innovations gain the Pan Vilas campaign a foothold above budgetary allowances.  We take pride and pleasure in our association with the brand."

Jagriti Kohli, Deputy General Manager, DDB MudraMax, further added his own take, "Good work always happens when the client and agency work as partners, with a clear focus to turn the brand challenge into an advantage .Pan Vilas OOH campaign is testimony to this fact. The campaign in all cities stands out for its outdoor friendly creative as well as the large format, selected media. A thorough understanding of markets, strategic & relevant OOH media planning, backed by flawless executions by a team which owned the brand completely, made the Pan Vilas campaign a visual delight across markets. Word of Mouth is the best medium of all, said William Bernbach, and this campaign has generated that in abundance.”
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