Primesite, Mudra MAX’s out-of-home solutions unit, has delivered an extremely dynamic campaign for Garnier (a part of L’Oreal, Worlds largest Cosmetic Company). To enhance the brand presence in the market, Primesite has specifically concentrated in building its brand equity through 3 months long on ground OOH campaign.
The main aim behind the campaigns was to expose its various Garnier product, creating excitement and a 'wow' factor among its target audience. A very simple but catchy, the first campaign kicked off on 21st May with Garnier Men Powerlite which read the creative as ‘Get upto 2 tones lighter’ endorsed by John Abraham, catering to the sensibilities of the Indian audiences whereas the subsequent campaign focused on Garnier Fructis- Long & Strong starting from 26th May’10.
The media used is both conventional and unconventional ranging from billboards, bus backs, gantry, mobile vans, mall branding, skywalks, drapes, translates and cantilevers. All prime locations covering across 20 cities including Mumbai, Delhi, Pune, Nashik, Bangalore, Kolkata, Indore, Raipur, Indore, Jaipur, Coimbatore, Ahmedabad, Pune Nagpur etc have been targeted.
Commenting on the campaign, Mandeep Malhotra, Senior Vice President said, “Our strategy was to identify key routes and high traffic areas across the cities. Sites have been handpicked to ensure quality as well as impact. The campaign was directed towards enchancing Garnier’s brand image among the large consumer base in the promising markets.”
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 (customized media solutions for Reliance ADA Group), Primesite (out-of-home solutions), Prime Green (solar enabled media), 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 Wrigleys among others.
