Tata Pravesh to drive awareness about doors with OOH initiative
By M4G Bureau - January 07, 2021
OOH medium is designed to support the mainline TV promotion
Tata Pravesh in partnership with Wunderman Thompson South Asia has conceptualised a 360-degree campaign #AkelaHiKaafiHai featuring actor Gajraj Rao to drive awareness and subsequently, brand consideration about a new category of steel doors and windows. The campaign is aimed at convincing consumers to opt for steel wall opening solutions and will be led by TV, supported by print, OOH, POS and digital channels.
“The setting of the film and the characters had to be such that they would resonate with consumers in Tier 2 and Tier 3 towns – the target audience for the brand. Driven by excellent performances from Gajraj Rao and Saanand Verma, the film emphatically makes the point that when you are opting for a wooden door you are making a big mistake that you’ll live to regret,” said, Arjun Mukherjee, Executive Creative Director & Vice President, Wunderman Thompson, Kolkata.
In 2019, the brand had come up with unforgettable campaign where the airlines’ check-in and security hold area (SHA) queues of the airport at Netaji Subhas Chandra Bose International Airport in Kolkata were converted into doors. The activity was designed to give user-experience attributing touch and feel factor and finally leading to an increase in brand awareness.
Close to 12 doors were designed inspired from their collection showcasing different designs and material such as complete embossed, plain wood and plain steel finish.
The campaign had targeted to the age group of 30–50 years, either home builders or home owners of SEC AB, metros, tier I and II towns mainly retail B2C, housing and commercial B2B segments, traveling architects, interior decorators, contractors, builders etc. to experience the product.