ITC - Superia Soap goes down town through OOH with Kinetic India
ITC, a FMCG company partnered with Kinetic India, a leading Out of home advertising agency to create brand awareness of Superia Soap (a sub-brand of ITC) through outdoors in the defined target markets driving preference of the brand. This campaign was executed in 26 towns with variable media mix multiplying the reach and effectiveness of the brand communication.
Considering the communication objective, we planned and executed a high decibel campaign across 26 towns. With the help of our proprietary suite of tools ‘Kinetic Academy’, we drew some interesting insights which aided us reach the fragmented audiences in the deep down towns with geographic spread. To drive preference, we campaigned beyond usual and crafted towns with attention-grabbing innovations highlighting the product essence. Each media format had its own role in meeting the objective of the campaign substantiating the strategic approach. Proximity to transit points & market areas were the mainstay in media mix. Wall wraps gave deep penetration in media dark tier 3 towns, wherein zone branding created a surround visibility further straddling with Gantry. A simple modernization of a 3 D soap moving in and out of the soap pack on a Unipole grabbed attention and heightened the interest among the passerby.
Commenting on the campaign, Mr. Rajeeb Bhattacharya, Region Head – East and South, Kinetic India, said, “With the help of our tools we coupled market understanding and media planning which delivered efficient and effective campaign. We are also glad to be associated with esteemed company and be part of their media communication”.
On this association with Kinetic India, Spokesperson - ITC expressed saying, “Kinetic has duly fulfilled the objective of the campaign and has brought in a clear targeting of brand communication to consumers at the areas of their presence and shown excellent existence in the deeper pockets of Rajasthan.”
The overall brand campaign in OOH brought in edge with the media mix and innovation.