73 August 2018
Bhawana Ananddisruptive innovations in OOH which becomes the talk
of the town.”In fact, transit media happens to be one of the most
preferred formats for the brand, such as, Metro train
wrap and in-train branding. Highlighting the advantage
of this format, Prachi asserts, “We are a young and
modern brand and connect with the youth massively.
Metros have become of a way of life in cities for daily
commuters and the upcoming metro projects in Tier
2 cities have reinforced our strategy of investing in
this medium. We often advertise on Delhi & Mumbai
Metro media. The visibility there is huge and customer
attention span is higher”. Also, the brand has efficiently
used digital OOH at the airports and other destinations.While the strategy fulfils the task to be omnipresent,
the bright and lively creatives attract the attention of
the masses. Prachi further explains, “We focus on key
business enablers for our business. Each campaign
stems out of one such enabler and is meant to be lively
to have a stronger & aspirational connect with the TG.
To mention a few: To build categories with customised
regional focus, celebrate regional festivals, national
and local celebrity associations and special tactical
promos.”After having a considerable market share in the metro
cities, the clothing brand is penetrating massively in
Tier I & II cities with extensive presence in 150 cities.
The brand observes that it becomes crucial to be
seen in those cities. “Having OOH in smaller towns is
of strategic importance to us. It is a great medium for
brand awareness & recall”, articulates Prachi.fbb considers OOH its lead medium and doesn’t like to
compromise on investments but still Prachi feels that
innovation and sharper analytics will this medium a
much more data driven investment opportunity.lBRAND SPEAK