70 August 2018
BRAND SPEAK
fbb, a youth centric brand, strikes a prefect chord with OOH when it comes to targeting
its TG which is constantly on the move. The brand sees OOH as the lead medium to
increase its visibility and brand recall, says Prachi Mohapatra, CMO, fbb‘Metro media has reinforced our
strategy to invest in OOH’
Prachi Mohapatra, CMO, fbbF
ashion is a hyper-competitive business segment
where every brand charts its own unique course
to command the maximum mindspace of the target
audience. fbb, a clothing brand from the house of
Future Group, invariably takes the OOH route to build
and reinforce its brand presence in the target markets.
“As a brand we’ve been very consistent with our share of
voice. Our focus is to increase visibility as well as brand
recall. Outdoor has been one of our lead mediums to
meet this objective effectively. The idea is to create top
of mind recall, while showcasing of our range,” explains
Prachi Mohapatra, CMO, fbb.The brand has demonstrated a particular preference
for formats like mall media, billboard, transit media,
signages on national highways, bus shelter innovations,
etc. Prachi elaborates, “fbb follows a strong strategy ofaggression + freshness. Our strategy is well backed by
research and numbers. We dominate the city by owning
iconic sites and having continuous presence. We
maintain freshness and showcase our range in a large-
than-life manner. fbb OOH is not just about catchment
advertising, it’s about building the brand, so our focus
is also on arterial roads. We also give due weightage to