Pantaloons goes outdoor to celebrate”Jamai Sashti in Kolkata

Leading apparel brand Pantaloons, belonging to the Aditya Birla Group, celebrates’Jamai Sashti’ through an OOH innovation executed in Kolkata.’Jamai Sashti’ is a son-in-law’s day observed among the Bengalis. “Aadorer Jamai” – which stands for a pampered son-in-law — was the theme of the campaign.

For this, a 3D backlit cutout of a composite fan unit was then put up on a 40×20 billboard at EM Bypass Metropolitan facing ITC Sonar/Science City. A combination of regular billboards, unipoles, island branding, and bridge panels were also used for the campaign.

About the campaign, Gaurav Chakravarty, Head – Marketing & Loyalty – Pantaloons, told Outdoor Asia, “At Pantaloons, we always believe in bringing alive cultural nuances that resonate with our customers at a regional level. Our campaign – “Aadorer Jamai is one such initiative that reinforces this commitment. Though a 360 degree media approach including press, social media, radio, activation, SMS, and emails was considered for giving a holistic feel and visibility to the campaign, the outdoor has been the backbone of this campaign.

“For the innovation we chose a site on the main arterial road connecting South Kolkata with North Kolkata, catering to traffic going to IT Hub of Sector V, Rajarhat and the airport. We worked directly with media owners for this campaign including Selvel, Arun Sign, and Enkon.