Striking the regional chord

Where does Outdoor figure in your marketing budget mix?

We generally spend 10% of our Marketing and Sales Promotions budget on Outdoors. Remaining we divide into Advertising & Sales Promotions.

During this Ganapathy festival you were quit active on the outdoor front. Could you tell us a bit about that?

The "Ganesha Festival” campaign was done at Mumbai, Pune, Solapur, Kolhapur and the Konkan area. Our Maharashtra team had executed the campaign with the help of different vendors and local agencies.

What were the innovations done here?

We have tried to connect our brand with the festive sentiment of the people of Maharashtra. Beyond traditional OOH campaigns, we have also done wet-sampling, to reach the Marathi speaking people. This has helped us a lot in connecting with the target audience. So have proved our Marathi jingle which says, "Maharashtrashi Nati Jodtoy Wagh Bakri chaha”.

What kind of response has the brand received from the campaign?

We do such campaigns around the'Ganpati Festival' every year. The response is excellent this year also. With such campaigns we have successfully showed that our brand, though originated from Gujarat, has well connected with Marathi people. Our wet- sampling activity has also generated good impact.    

Any constraints faced while executing the campaign?

Not in particular, as this has been now our yearly exercise.