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Home » Viewpoints » Dollar's strong bond with OOH
Dollar's strong bond with OOH

By M4G Bureau - March 25, 2013

The innerwear brand has used outdoor advertising in many innovative and interesting ways to push its varied products. Outdoor Asia chats up with Bidyut Nath, Head - Advertising, Dollar Industries, to learn more about the brand's OOH advertising plans for the East zone.

The constant endeavor of innerwear brand Dollar is to make their brand visible among their target audience. Outdoor has been one of the best media for the brand to keep the visibility and communication floating. To be the most inspiring brand that will set quality standards for the industry and in turn be a part of the life of every Indian is the vision of the Dollar Industries. Bidyut Nath, Head - Advertising, Dollar Industries Ltd. shares, "East in terms of its consumer is as diverse as the other parts of the country. You will have extreme consumer segments and at the same time you have a growing population which is experimental with the incoming brands to small towns and cities. They aspire to buy brands and OOH as a media captures their imaginations and aspirations. We explore the outdoor media on and off to communicate about our various products and brand messages. However, because of the weather conditions there is always a risk for outdoor media.”

Dollar has used outdoor in many innovative and interesting ways to push its varied products. They believe innovation is the key in this media. Good creative with soothing colour combination and extraordinary concepts of visualization gets the maximum attention and breaks the clutter. They thrive to position each of their campaign in a different way. Outdoor has proved to be very effective media for their newly launched lifestyle segment like Force. The innovations attracted eyeballs like a surprise element. During the Durga Puja in Kolkata, giant size cut-outs were placed across the city to attract the tourist and visitors.

"An OOH media can present our brand message in an uncluttered manner. There is no point of confusion when the brand message is highlighted in big, bold and bright fonts coupled by an attractive design or graphic. We always brief our agencies to think of our brand as comfortable, fit while depicting the visuals for outdoor. As a result, we find the same reflects in the outdoor with its comfortable and soothing colour combinations, fonts and overall appeal. Anyone who randomly comes across the brand advertisement can easily differentiate our brand from our competitors. The original impression about the brand and its features might be accessed by customers through other advertising media such as television or print. However, an Outdoor advertising media provides a distinctive signature of the brand and leaves a remarkable impression amongst prospects. For example, "If our brand message "Fit Hai Boss” is accessible for weeks or months, it is obvious that the "Bigboss” brand will get maximum reach among its target group. We have done teaser campaigns and contests through outdoors. The response and the consumer engagement are reflected in their feedback to our website and social media portals. It is again for this reason that outdoor advertising media has gained much popularity among the brand owners like us to promote their brands or business,” Bidyut says.

Since, the last two years as they roped in Akshay Kumar as a brand ambassador Dollar explored the OOH media like never before. The country wide campaign at a single time, brought in media mix and innovations to maximize the number of eye balls. Dollar's out growth was almost double and 200% in sales volume; a consistent growth of 15% in turnover is marked during the last two financial years. Their overall budget for the outdoor is around 30% and spend 10% of the total turnover for marketing communication. Dollar follows some strict parameters based on which site selection happens for the outdoor campaigns in east which are crucial for a brand in this category. Locations are chosen with analysis and deliberations to ensure perfect view and right concentration of population. They mainly select the sites keeping in mind the objective which enhance the brand visibility by touching the niche locations like residential and commercial hubs. To build high frequency, brand recall and awareness amongst the TG, the brand use a mix of outdoor media formats which includes billboards, BQS, gantries and foot over bridges, transit media (like buses, autos, easy cabs, mobile vans, train coaches) etc. Even Dollar has its presence inside the transit points like metro station through signage's across Kolkata. "We have our channel partners who keep a track of the sites and inform us time to time. We also seek regular checking report from vendors and agencies,” this is how Dollar ensures the monitoring of sites and the campaigns said Bidyut.
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