To engage with consumers, Ambuja Cements initiated an on-ground activity called ‘Panjaa League’. Omnicom is the media agency for Ambuja Cements. The campaign invited the strongest and the brawniest of players to come forward and exhibit their strength and mettle. It was spread across seven towns of the Majha region of Punjab – Amritsar, Gursdaspur, Pathankot, Batala, Patti, Taran Taran and Firozpur Cantt.
The first phase of campaign kicked-off in December and continued till early this week. Big Entertainment has executed the activity for Ambuja Cements. The logo of Ambuja Cement has a strong arm and that is how Big thought of the whole concept.
In order to connect with the audience, the brand along with Big FM created local content to which listeners could relate to. The winners of Big Panjaa league were also promoted on-air. Also, all the on-ground action was synergised with the terrestrial on-air programme to create rooted and differentiated content.
The initiative was supported with a 360-degree marketing campaign that promoted Big Panjaa League across all medium. While there was extensive on-air promotions on its terrestrial radio network, promos of the campaign were aired on Big’s regional channel Big CBS Spark Punjabi too.
The event was also promoted on-ground through road shows and in local gyms, ‘akhadas’ and colleges in the vicinity. In an early report by exchange4media, it was stated that the brand has invested 40 per cent of the marketing mix on radio and 30 per cent each on television and out of home.