RU Nutz, a ready-to-eat cashew nut brand from Karnataka-based Bola Surendra Kamath & Sons, has adopted the outdoor and radio route to reach its TG. OOH agency Clear Channel’s Bangalore office has created an outdoor campaign for the launch of RU Nutz that has been able to break through the festival season ad clutter.
Amit Sarkar, Head-South, Clear Channel, said, “The brief we got from the client was to create awareness among consumers, push the product across the clutter and increase sales.”
He added, “We launched this campaign on Diwali, wherein we put up 17 billboards across Bangalore besides 12 bus shelters. The first phase of this campaign is to launch the brand in Bangalore and will last for 30 days. The campaign will be extended over the next couple of months as the brand enters other markets.”
“Though good media availability was bleak during the festive season, we sourced the best available mediums and had a cross-media package of cantilevers, billboards, bus shelters and medians, among others. We made cutouts of the product pack for OOH displays and used 3D image prints to create an impact on the viewer’s mind. This display not only draws attention due to its catchy slogan, but the 3D images also complement the spirit of the brand – that of being fun, youthful and different. In a market full of competitors using the same forms of media, standing out can be difficult. However, RU Nutz’s simple yet effective campaign makes you look, think, laugh, and remember,” explained Sarkar.
“We are happy with the professional manner in which our account is being handled. The outdoor campaigns have come out really nice,” remarked Rahul Kamath, Managing Partner-Bola Surendra Kamath & Sons.
Kamath further said, “Apart from the OOH campaign, we are running radio jingles on FM stations like Fever, Radio City and Radio Indigo in Bangalore. We are also planning a print campaign and a TVC post-December, when we will launch the brand in other markets. Bangalore based ad agency Scion is handling our advertising.”