Pernod Ricard India, early last month, launched its eighth edition of ‘Blenders Pride Fashion Tour’. As part of the marketing exercise of the fashion tour, Platinum Communications executed a wide-scale outdoor campaign at Bangalore, Chandigarh, Hyderabad, and Mumbai airports.
While the campaign was executed across the major cities, a unique display was used at Hyderabad airport. A mannequin sitting on a suitcase with Blenders Pride branding was placed on the conveyor belt of the airport for a period of 10 days to grab eyeballs.
Commenting on the campaign execution, Gour Gupta, Chief Executive Officer, Platinum Communication said, “In this ever evolving advertising world of outdoor medium, we need to create benchmarks in outdoor advertising by innovative displays to highlight and establish the fact that Blenders Pride Fashion Tour is India’s largest fashion property. The audience’s attention span in outdoor is short and hence, we should make the most of it to grab attention and make them talk about the outdoor advertising; hence the brand on display.”
Innovations are a must to enhance the brand’s basic proposition and attract attention. According to the latest figures released by International Air Transport Association (IATA), India had the strongest annual growth with domestic air travel demand rising to 16.4 per cent. “We wanted to use this touch-point to target this specific affluent demographic group. A lot of brainstorming went into cracking the right media and making full use of the innovation. The deployment was done on the conveyor belts in a way that no one could miss the communication. The idea was to provide high impact and grab attention,” added Gosh.