Star Jalsa, the Bengali GEC from Star TV, undertook an outdoor branding and promotion exercise in Kolkata to promote the special episodes covering the wedding of the lead character, Baha, in its serial ‘Isti Kutum’. The episodes were telecast from July 22, 2013 onwards.
Star Jalsa appointed Ideazfirst-Cabrand to provide 100 taxis with branding and floral decoration to convey the feeling of wedding as well as portraying that all Kolkatans are attending the wedding of Baha.
During the outdoor campaign, these specially branded and decorated taxis were available for hire and were taking passengers as usual and reaching out to every nook and corner of the city.
Cabrand.in is a brand owned by Ideazfirst. Launched in March 2013, the company’s objective is to offer innovative and interactive outdoor advertising medium which has better RoI, is measurable and comparatively cost effective.