Sananda TV, part of ABP Entertainment (a venture of ABP Group), has rolled out a massive outdoor campaign across Kolkata for its reality show, ‘Jabab Kinte Chai’. OAP has set in motion the outdoor media campaign for the show. For this specific phase of the campaign, OAP mainly used big formats and strategically placed 55 billboards throughout the city.
Commenting on the campaign initiative, Sankar Mitra, Manager, OAP Kolkata, said, “Post the launch of Sananda TV in August 2011, OAP has been associated with the channel. We have been closely working with the brand team to plan and execute effective OOH campaigns for all their serials and programme launches. So far we have executed 10 different campaigns. Our main target with every campaign has been to give them maximum visibility, which would in turn elevate their GRPs.”
As part of the campaign, the team has done various media mixes including billboards, foot-overbridges, bridge panels and flyover pillars, to name a few. The team has also put up temporary cut-outs at strategic junctions in the city to create additional visibility.
“For the last outdoor campaign of their serial ‘Bhola Maheshwar’, we made huge cut-outs of Lord Shiva and placed them at strategic locations after gaining permissions from prominent temple authorities. For their first reality show, ‘Jabab Kinte Chai’, it was a task as this segment is hotly contested amongst the regional channels. The team put together a winning combination of innovative outdoor solutions to chalk up the numbers, added Mitra.