From a talent show to a mutual fund - The A Comms impact

A top retail media solutions firm is marked by the varied quality of its clients and Aurora Comms’ campaigns over the past month have reiterated that. After successful launches of new shows for channels such as Colors and Sony Pix, A Comms rolled out a promotion for the English entertainment channel BIG CBS and its show America’s Got Talent. This, besides a pan-India campaign for a completely different brand, the Principal Mutual Fund.

 

For BIG CBS Prime, a joint venture between Reliance Entertainment and CBS Studios and a channel that has aired landmark shows such as Dexter and CSI, the motive was simple: tell city audiences about the premiere of the biggest talent show on earth – America’s Got Talent. A Comms came up with a route as simple – entry-level facades at prominent locations in Mumbai, Bangalore and Hyderabad. The store targeted here was Crossword, which not only gets quantities in footfalls, but quality too. With greater visibility came effective results for the English channel.

 

On the other hand, for the Principal Mutual Fund which highlights the message of a portfolio being ‘incomplete without debt investment’, a different style of branding was executed. Dropdowns above cash counters, branding at entry points and T-stands across electronic shelves were positioned to drive home the message. The best part of the campaign was that it made its presence felt across 35 Big Bazaars in India, as also Spencers and Croma stores.

 

The key here was to tap the right target audience at a relevant ‘spend zone’ and with its power of consumer understanding, A Comms once again created impactful communication and alerted consumers across segments.

 

On behalf of A Comms, Abu Talib Khan, Senior Account Manager   said, “CBS wanted a clutter-free way to reach out to the cream of Indian TV audiences and this campaign did just that. On the other hand, the success of any financial brand’s communication lies in detailed targeting. I’m glad we picked the right segments that hit the spot for Principal MF. Our growth as a network in the past years helps us deliver multiple destinations for a single campaign which is not just efficient to execute but also cost effective for the brand.”