Mudra MAX campaigns get attention on Colors

Primesite, Mudra MAX's out-of-home solutions unit has made a big impact with two big properties that air on COLORS (a 50/50 joint venture between Viacom and the Network18 Group). Primesite has carried out an outdoor campaign to announce the Grand Finale for "Chak Dhoom Dhoom and the launch of "India's Got Talent'- Khoj 2 to enhance the brand presence/ visibility in the market.

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.