Percept OOH trumpets folklore in a campaign for Mahindra's 'Alfa Plus'

Percept Out of Home is underway in executing an OOH campaign for Mahindra & Mahindra’s ‘Alfa Plus’, the newly launched vehicle in the Three Wheeler Cargo Vehicle category. The campaign proposition titled as ‘Bade Fayde ke liye bade Alfa’ aims to create awareness about the newly launched version of Alfa.  The activation has been strategically targeted in states such as Madhya Pradesh, Chhattisgarh and Maharashtra. 

 

The mode of communication has been designed to interact with the prospective customers like drivers and owners of three wheeler cargo goods carriers.

 

The first and second set of the promotion in Maharashtra that started in 1st June 2012 will conclude on 16th July 2012. The folk art of Lezim and Powada artists was used to interact with the locals in Maharashtra.    

 

On the parallel side the activity in Madhya Pradesh and Chandigarh commenced from 1st June and will wind up in 10th August, 2012. Folklore including Badhai dancers and Surma Bhopali mimic artist attracted significant visitors. 

 

Interactive communication has been done through game based on the product features. The activity involves communication, education of the product, entertainment, display, demo and test ride.  305 number of stands have targeted not less than 2463 visitors so far. Altogether approximately 255 test rides have been done.

 

Sanjay Pareek, President, Percept-Out of Home, said, “The primary aim has been reaching out to the core TG using a local folk art form that enhances communication of the product features. The local art form has been interwoven with product salient features, giving a whole new feel to the product communication.”

 

So far the activity is running successfully leveraging the brand equity of Alfa Plus. Everyone who participated in the interactive sessions has been given a spot gratification, thereby increasing the recall level.