Top Story

e4m_logo.png

Home >> Advertising >> Article

Raymond's multiplex campaign hits the bull's eye

05-January-2017
Font Size   16
Share
Raymond's multiplex campaign hits the bull's eye

Apparel brand Raymond is currently running a widespread multiplex branding campaign. Raymond was looking to use mediums which would accentuate the visual appeal of their fabrics, especially their Festival Collection and All White Men’s Collection. Raymond wanted to ensure that their communication reached their precise target market close to the point of sale. Raymond’s AOR agency, MOMS Outdoor Media Solutions partnered with Khushi Ambient Media Solutions to deliver this campaign effectively. Khushi’s life-sized slim backlit media 4x7 feet were placed at strategic positions in multiplexes and ended up grabbing maximum impressions.

Ganesh Narayanan, GM - Media Investments, Raymond, said, “The objective of the campaign was to deliver nuanced reach to the target market. We wanted to reach out to the target customers in the vicinity of our showrooms. This campaign allowed us to target prospective customers very close to the point of sale. We did branding in those multiplexes in malls, which also housed our outlets. This offered us the perfect opportunity to leverage the visitor profile of the mall, which is our precise target market. We are using this media strategically and are confident that it will help us to keep our customers engaged throughout the 35 multiplexes pan India where the campaign is running. Also, our campaign duration coincides perfectly with the festivities of Diwali and New Year celebrations when people are in the festive spirit and multiplexes witness a surge in the number of footfalls. The increased footfalls coupled with the novelty of the media makes the cost-benefit ratio of this campaign favourable as it delivers overall effective reach. So far we have succeeded in connecting with 60 lac target customers.”

Jayesh Yagnik, COO - MOMS Outdoor Media Solutions, said, “We as an agency are always on the lookout for a medium which is just perfect for the brand and we are delighted to partner with Khushi for multiplex branding as they are a renowned name in the cinema advertising industry and also provide high end static branding in multiplexes. This branding campaign of Raymond demanded a medium which would highlight the elegance of Raymond’s Festive and All White Men’s Collection. The slim backlit media served as the perfect platform and turned out to be a prudent choice of medium for the campaign.”

Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands