As the biggest cricket extravaganza hits the screens, becoming a platform for various marketers to showcase their offerings to the entire country, Sony Max chose translucent paper jacket innovation to create an impact in the market through English daily The Telegraph.
Commenting on this initiative, DD Purkayastha, Managing Director & CEO, ABP, said, “ABP has been at the forefront of innovation for decades. And now, we bring translucent advertising to Indian newspapers for the first time. What could be a better day to launch this than the IPL opening day? IPL has been the biggest innovation in the history of sports in India. Sony Max and Sony Six, the official broadcasters of IPL, and ABP celebrate innovation with this launch of translucent advertising today.”
Innovations like these always create a buzz in the market for both clients and the newspaper. These innovations also lead to break through the clutter, but the question arises how much RoI a brand gets via these innovations.
Talking to exchange4media on the impact of such innovations, Gaurav Seth, Senior VP, Marketing, Sony Max said, “Apart from the premium position, the innovation itself is extremely clutterbreaking and eye-catching. I think it will create immense talk value and provide the impact we seek.”
On the leverage for Sony Max from this innovation, he said, “It’s been a tremendously successful campaign and we hope this will help kick off the tournament in a big way in West Bengal, the site of the opening ceremony.”
The creative for the innovation has been done by JWT.