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On 21st November’ 10, Kotak Mahindra Bank Ltd .completed 25 years and therefore their intent was to make a big splash about it. In a bid to celebrate their 25th anniversary, Kotak Mahindra Bank Ltd. launched a campaign with the objective of emphasising on the USP of Kotak Mahindra Bank Ltd. and highlighting the attributes of reliability & trust. The campaign aimed at seeking attention on the slogan ‘Its grt 2b 25’, a simple yet effective communication. Primesite reinforced this message by creating an impact with large format sites and thereby increased Opportunity to see.

Primesite created high visibity for the brand where the commuters passing by noticed only one name ‘Kotak Mahindra Bank Ltd’ which achieved exactly what was intended. This outdoor campaign is executed in top cities including Mumbai, Delhi, Bangalore, Pune, Kolkata, etc. focusing on all the arterial routes in these cities.
Primesite utilized wide range of media vehicles like Billboard, Bus Shelter, Gantry and Mobile vans. Further to ensure greater brand visibility, Double Decker and Kinglong buses have also been used in Mumbai. The brand was successful in capturing attention at Mumbai & Delhi Airports with use of the wall mounts, pillar wrap, drop down, Scroller free standing unit etc.

Commenting on the campaign, Spencer Noronha, General Manager, Primesite said, “It was an exciting brief! Considering the outdoor landscape was chock-a-block with campaigns post Diwali, we had to deliver a high decibel campaign with impact. Speaking on the strategy adopted, huge spectacular sites were taken on all arterial routes with a mix of media vehicles delivering high frequency and recall for the brand.”

Mandeep Malhotra, President, Mudra Max-OOH, “The team did a fantastic job. Every client meeting I went to, witnessed enormous appreciation on the visibility of this campaign. Trust me the enthusiasm of planning & executing Kotak’s 25th anniversary campaign was remarkable, this is how a 25+ year old agency feels today.”

Karthi Marshan, Group Head – Marketing, Kotak Mahindra Bank Ltd, “Out of Home media was a vital ingredient in our media mix as we set out to let the world know we had come of age. We deliberately chose high impact locations, and this coupled with high impact creative has delivered well beyond our expectations. In all our markets, people are talking about the campaign. What more could I ask for?”

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Primesite created buzz for 21 days in Delhi and Mumbai respectively. The main objective of the campaign was to use the uniqueness of the iconic ‘geometric zig zag shape’ of the outsole to reinforce the benefit of ZIGTECH technology. The creative reads, ‘Reezig – The energy drink for your feet’. The campaign focused on communicating the benefits of ‘Reezig’ shoes crafted with ZigTech technology signifying its importance of reducing the wear and tear of the leg muscles by up to 20 percent.

Since it is a global campaign, Primesite created a larger than life projection of the shoe, attracting maximum attention of passers-by and breaking clutter in the market. To do so, a shoe of 16 X8 feet was created which was placed in 3 strategic locations in Delhi. Primesite exclusively emphasised this campaign through billboards, pole kiosks, translites, runner boards and bus shelters. Apart from these, mall elevators and drop downs were also branded inside malls.

Commenting on the campaign, Mandeep Malhotra, President, Mudra Max OOH, said, “Our amassed experience over years has effected in this pulsating idea. ‘Bringing the product to life’ was the objective and we were successful in
doing so, thus allowing the end consumers to actually sense & feel the brand closely inturn translating traffic into stores”.

Sajid Shamim, Director Marketing – Reebok said, “The larger then life shoes bought Zigtech’s unique zig zag shape to life and created unprecedented noise and talk in the market. At Reebok we believe in being clutter breakers and Primesite has helped us achieve exactly that.”

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Cartoon Network celebrated the awesome date in the history – 10.10.10 with the regional launch of Ben 10: Ultimate Alien. To celebrate this troika of 10.10.10, the kids’ channel rolled out an ultimate campaign revealing Ben’s mysterious new Ultimatrix and never-before-seen ultimate versions of his most powerful aliens.

The campaign which started on 1st October 2010 had an overriding objective to launch Ben 10: Ultimate Alien on 10.10.10. (October 10 at 10:00 a.m.) on Cartoon Network and create buzz. The outdoor campaign created by Primesite made a series of huge cut-outs of Ben 10: Ultimate Alien. The significance of this campaign was that each day the billboard had a new set of aliens been put up along with LED countdown timer leading to 10.10.10, which helped generating immense curiosity among the target audience. The enthusiasm was taken a notch higher when the cut-outs of Ben 10 with his new Ultimatrix appeared together on 9th October’10.

Ben 10 ultimate aliens were customised on a sequence of Backlit pole kiosks near the busy arterial route of Juhu. Primesite exclusively emphasised this campaign through Billboards & Pole kiosks. The innovation was executed in Mumbai covering Mahim causeway and Juhu respectively thus giving it a realistic feel.

Discussing the innovation, Mandeep Malhotra, President Max OOH said, “Innovation and creating disruption was the key focus for the outdoor campaign. Our challenge was to celebrate the unique 10.10.10 day as Ben 10 day in an innovative and effective way on the traditional OOH format – the billboard & pole kiosks. “

“Cartoon Network gave hero experience to its viewers as it went ultimate with the launch of Ben 10: Ultimate Alien series on 10.10.10. Extending this experience, we collaborated with Primesite to create innovative billboards and hoardings ensuring 10 times more impact and excitement” said Monica Tata, Vice President and Deputy General Manager – Entertainment Networks, South Asia, Turner International India Private Limited (TIIPL).

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The campaign which commenced on 26th September 2010 had an overriding objective to launch the show with a bang & announce Salman Khan as the new host for this season. To amplify this message, the campaign focused on creating impact by plastering each city with larger format billboards & huge numbers of different media vehicles to build frequency. To do so, Primesite has deployed the campaign on key arterial routes and junctions as well and has used multiple creative’s to communicate key messages.

To break through the clutter, Primesite came up with two innovations – One being the moving ‘Bigg Boss’ Roving Eye on a billboard which was put up 4 days prior to the actual campaign roll out. This has been executed at 2 prime locations in Mumbai – Mahim causeway & Juhu. These successfully helped in building intrigue amongst its end consumers. Further to create further buzz, a Bigg Boss Sample Flat was created on a billboard which gave a feel of the Bigg Boss house being built on it. To make it look more realistic, a balcony was created which housed a man on the billboard. Basic requirements like water, table, chair, fan, newspaper were all provided to the person who lived in the sample flat for 5 days.

The objective of executing such innovation was to show a man living in the Bigg Boss house & that the world can keep an eye on every move of his. To magnify this effort & to create that additional buzz around it, COLORS initiated a three- day radio contest on various FM channels. It talked about spot the House billboard and the winner gets an opportunity to visit the sets of the actual Bigg Boss House.

Different media vehicles such as Billboards, BQS, Designer Bus queue shelters, Gantries, Utilities, Metro panels, Pole Kiosks etc have been used to drive promotions. These have been deployed at main arterial roads and busy traffic intersections in key GEC markets to attract maximum eyeballs.

Commenting on this initiative, Aneil Deepak, Sr. VP – Planning & Innovation, said, “This is the start of the busiest season in Out-of-Home. With noise levels at their loudest, the campaign needed to strike a chord with the commuters. So we centered the OOH strategy around getting various elements of the Bigg Boss 4 property closer to the commuter. Hence, the Roving Eye and the Bigg Boss Sample Flat campaign.”

Speaking on the innovative marketing initiatives, Rajesh Iyer, Director – Marketing, COLORS said, “Bigg Boss is amongst the biggest and the most exciting shows on Indian television today; and with Salman Khan as the host, the 360-degree marketing initiatives are also developed to create high impact. The communication strategy is designed to fuel the curiosity and create buzz till the show goes on air and also sustain post launch interest.”

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The central aim of Primesite was to create high visibility for the Aircel campaign, by adopting innovative and interesting techniques to communicate with the target group. Aircel’s campaign titled – ‘World of Possibilities in Gujarat’, commenced on 26th Aug’10 which brought to its consumers thousands of applications with Aircel PocketApps, giving way to a million possibilities.

To do so, Primesite carried out the Aircel launch activity in the following cities viz- Ahmedabad, Baroda, Surat & Rajkot. Primesite implemented various innovations which helped the brand to engage with its TG which created a “Wow” effect. One of the innovations involved Interactive Floor Projection which displayed the brand Aircel, resulting in an effective brand recall thereby allowing consumers to immerse into the brand. In another innovation, Primesite created great buzz through BluFi BRTS Bus Shelters where the commuter could download various Aircel applications, wallpaper, ringtones & Videos.

Glass façade was meticulously planned at a key location giving excellent elegance to the Aircel Branding, Billboards were given a feel of a gift box magnificently covered in a red and blue gift wrap which read ‘Aircel-Just Arrived now in Gujarat.’ Primesite also did Airport Arrival installations, where cube boxes were placed denoting their arrival in Gujarat. In addition to this, animated advertisements on Aircel’s arrival were displayed on LED screens at prominent junctions. Frontlit Hoardings with cut outs of the icons giving an illuminated effect at night & Blockout effect backlit sites were used which truly made a difference from regular media.

Primesite also made use of complete media mix which included Gantries, Unipole, Kiosks and Directional Signage’s. Apart from these, Promotional activities were executed at various touch points carried out by Kidstuff (Promotional marketing agency of Mudra MAX). They played a vital role in reaching out to the people at strategic locations within the city which included Petrol pumps, CCD, Malls/Multiplex & Markets, thus spreading the happiness of launching Aircel GSM service in Gujarat.

Commenting on this initiative, Mandeep Malhotra, President, Mudra MAX-OOH, said, “The campaign serves to take the brands ‘World of Possibilities’ to the next level. We have helped educating our TG in Gujarat on the services that Aircel provides and i am quite delightful on our success in achieving this in an interactive and appealing manner.

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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.

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.”

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.

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Commenting on the campaign, Mandeep Malhotra, Mudra MAX said, “I am happy that like last year, this year too the Aircel campaign has left an indelible impression in the minds of customers with its forceful and innovative outdoor campaigns. We are now preparing for a few more notable & striking OOH innovations for future brand campaigns of Aircel.”

Meant to ease the monsoon woes of Mumbaikars, the boats and the buoys have been placed strategically in low lying areas infamous for water logging during monsoons. The idea is to rescue people stranded due to water logging caused by the monsoon. The boats and buoys have been put up to ferry people across; clearly and creatively articulating the message that ‘Aircel helps Mumbai to sail through its network’.

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Prior to this, Shermann was the management supervisor – account management for Ogilvy & Mather.

Shermann has over 13 years of experience in the advertising industry. He has worked with companies such as Barclays Bank, Axis Bank, Standard Chartered Bank, Tata Indicom, AXN, Airtel, HBO, Hindustan Lever and Star Plus.

Shermann started his career with Primesite Outdoor advertising in 1999 and moved on to The Media Network in 2001.

He worked with Madison Outdoor Media Services and later, in 2002 moved to Portland India Outdoor advertising as group account director.