Raj Super White Soap dominates Ludhiana outdoor landscape

Punjab-based manufacturing firm Raj Industries made a huge splash on the OOH canvas in Ludhiana to promote its new Raj Super White soap. Salil Bansal, Director, Marketing and Finance, Raj Industries, said, “As a brand we are known in the market for the last 30 years and our soap brand is present in the market for the last 2-3 years. We have now launched a sub-brand.”

Bansal explained, “We normally roll out our outdoor campaigns state-wise. We have already done this in states like J&K and Rajasthan. This was the first time that we created our outdoor visibility in Ludhiana. The campaign has just ended although we are still present on mall media. We have recorded stupendous success from this campaign which ran for 20-25 days.” Apparently, Raj Soap’s new band has reported 400% sales growth.

Leading regional OOH firm Lead Ads had planned and executed the campaign. The OOH firm used some 86 OOH media sites that included hoardings, bqs, mall media, and ambient media, to give the new brand a domineering presence in the outdoor. As part of the big bang approach, Lead Ads used cluster advertising in a big way, particularly in Saradha Nagar Market and Dugri Markets where some 10 hoardings at a stretch were used.

On the strategies employed for the campaign, Shavinder Singh Sandhu, MD, Lead Ads, said: “The prime strategy was the timing of launching the campaign. In order to witness immediate growth in sales, we launched it right before the starting of a month when people go for monthly shopping. Second, the strategy involved the creative of the campaign. We kept it really simple by putting the brand logo and product model. Thankfully, the client agreed to the effectiveness of clutter-free outdoor creative.”

The brand, which spends 50% of their ad spend on outdoor (remaining 50% is spent on print especially in leading dailies of the respective states) will soon go to Jammu market via the OOH route.