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Making the best of what's available

By M4G Bureau - October 22, 2013

In a state where large formats are highly limited, here is a brand that still manages to make a presence in the outdoor space. Niranth Nalli, Vice Chairman, Nalli Silks, tells Outdoor Asia how the brand goes about it in Tamil Nadu.


Industry - Textile, Jewellery Retailing

Approach to outdoor

We generally like to go in for large formats like hoardings and are now looking at outdoor mainly to promote our jewellery retail brand. Given the restrictions, we go for hoardings at possible strategic locations. For our jewellery store, we have also gone in for an LED screen outside the store.

Key markets

We generally advertise more in Chennai, but in tier II cities in the state like Coimbatore, we also go in for a lot of branding in bus shelters.

Locations


It is important to create brand recall at places near the location of our stores and also where our TG is present. So in Chennai our key locations for outdoor presence are Anna Nagar, T Nagar, etc.

Formats

In terms of  formats in Chennai, we go in for traffic posts, toll plazas and barricade branding. And now we are also looking at branding on cabs and planning to take up about 50 cabs in Chennai. We are constantly looking at newer options. Back panels on buses and autos also offer us good options for promotions here. Airports and railway stations are also quite promising avenues for us here.  Earlier, we also went in for branding at movie halls, especially to promote our new product launches.

Where outdoor budgets are concerned, they vary across campaigns but in the past one year we have focused more on promoting our jewellery store in the outdoor space. Our  OOH  campaigns usually  last  for  three months and we make sure to change it every six months with new creatives and designs.

Exploring digital and other new formats

We are looking at interactive touch screen kiosks for our jewellery products for the festival season wherein customers can try on a piece of jewellery and get an idea of how it will look on them.  But the challenge in such mediums is getting permission from the government. There is also the fear of damage. We are also looking at people branding at locations near our stores.
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