For Cadbury India, one of the major players in the confectionary market in the country with a cartload of brands, the outdoor medium forms an integral part of its advertising campaigns.
Citing the example of its latest 5-Star campaign, Sanjay Purohit, Director-Marketing, Cadbury India, said, “We have introduced a two-phase themed outdoor campaign. While the first ‘brand specific’ pays homage to the format, a la POS designs, the second phase is based on the ‘lost in 5-Star’ theme. It acted as the creative multiplier for the TVC.”
The 360-degree marketing campaign for the re-invented 5-Star, apart from the TVC and brand microsite, also features a theme-based outdoor and fun sampling and tasting sessions about the ‘right way to taste a 5-Star’.
When asked about the percentage share of outdoor medium in the company’s advertising budget, Purohit noted that the elements of any campaign were decided depending on the theme of the campaign, and thus the percentage differed according to the use.
Sharing his thoughts on the ambient medium, he added, “With the changing lifestyles of the consumers, ambient media activities provide the strategic engagement touch points for the ever-mobile consumer.”
With such positive feedbacks from the industry players and with almost all the major players opting for outdoor advertising these days to carry along their brand message beyond the confines of the consumers’ homes, the industry is seeing a tremendous growth in the medium. But other than the occasional digital signage or the more common billboards, we haven’t seen much ‘innovations’ in the category, which is the driver for growth for any industry or service.