Continuing the trend of creating iconic campaigns, Primesite, Mudra MAX’s out-of-home solutions unit has made a big impact with two big properties that air on COLORS (a 50/50 joint venture between Viacom and the Network18 Group). Primesite has carried out an outdoor campaign to announce the Grand Finale for ‘Chak Dhoom Dhoom and the launch of ‘India's Got Talent’- Khoj 2 to enhance the brand presence/ visibility in the market.
The clear focus for Chak Dhoom Dhoom was to highlight the Grand Finale while the subsequent campaign dealt with the OOH for India’s Got Talent – Khoj 2, India’s biggest talent show with breathtaking acts and spellbinding entertainment.
To build salience for the shows, Primesite has embarked the campaign with a mix of out-of-home media vehicles. The choice of media for this campaign includes advertising on Billboards, BQS, Gantries, Cantilevers, Pole kiosks, Metro panels, Bus panels etc. The campaign has been executed at key locations scattered across the cities namely Mumbai, Delhi, Kolkata, and in states like MP, Gujarat, Punjab etc.
To further build the WOW effect, an innovation for India's Got Talent Khoj 2 has been executed at the main junction at Juhu Centaur, in Mumbai. An innovative fabricated kiosk has been created depicting cut-outs of various talents to make the campaign stand out from the usual clutter.
Talking about the campaign strategy for the OOH campaign, Rupadhish Roy, General Manager, Primesite said, “The idea of taking this kind of media mix was to target people at the right place at right time. Our brief from the client was to create impact with large format and number of exposures (frequency) in order to create buzz around the shows. We are pleased to have adopted a multimedia approach to optimize the visibility and effectiveness of the campaign.”
About Mudra MAX:
Mudra MAX (Integrated Communications Planning & Implementation), a part of the Mudra Group, provides multi-speciality expertise to help build brands in the age of convergence. Mudra MAX consists of 16 specialist marketing units that provide clients seamless solutions across a wide array of media touchpoints.
Mudra MAX’s specialist units include: Connext (business solutions through media), RADAR Primesite (out-of-home solutions, Prime Consult (outdoor environment consulting), Prime Retail (retail & visual strategy), Prime Wayfinding (navigation solutions), Kidstuff (promotional marketing), StreetSmart (interactive out-of-home solutions), Multiplier (trade marketing), Celsius (events marketing), Mudra Videotec (brands + entertainment), 10 Integrated (sports marketing), Terra (rural marketing), Portland Mudra (experiential & retail design) and ClearChannel Mudra (global out-of-home solutions).
Mudra MAX’s clients include Reliance ADAG, Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, MTV, Delhi Metro, Samsung, Castrol, Asian Paints, SAB Miller, Cartoon Network, Philips and Wrigley’s among others.