Colors is all set to launch its sports entertainment reality show ‘Ring Ka King’ on January 28, 2012 and has aggressively used the out of home space across multiple formats to promote the show.
Milestone Brandcom has executed the OOH campaign in 70 markets across the country. The campaign, which started early this week, will run for the next 10 days across these markets.
Commenting on the campaign initiative, Rajesh Iyer, Head - Marketing, Colors, said, “The ‘Ring Ka King’ thriller campaign is the physical representation of the excitement that the show embodies. We wanted to bring the action of the ring alive throughout our communication. To bring out the adrenaline pumped exuberance of the show into our promotional activities, we collaborated with our creative partners to come up with a campaign, which could do full justice to the thought. We have invested about 15 per cent of our marketing budget for this OOH campaign.”
The OOH media plan has covered 1,200 media touch points spread across a selection of large formats, covering high traffic and footfall areas along arterial roads and transit media and junctions. The media touch points comprise billboards, cantilevers, unipoles, gantries, public utilities, bus shelters, bus side panels and boards inside high footfall density stations.
Some of the executions of the campaign include Scott Steiner tearing apart a huge billboard, Monster Abyss crushing a heavyweight trailer, Matt Morgan dwarfing & crushing high rise buildings below, for which a double-decker billboard one on top of the other has been used.
Talking about the execution of the campaign, Hanoz Patel, Founder-Member & Managing Partner, Milestone Brandcom, explained, “A show with such unsettling aggression of the heavyweights to reckon with, like a seven feet tall wrestler or a 149 kg person, deserved a larger than life representation. This kind of scale could not have been better depicted on any other media but outdoor, where medium becomes the message itself; as a result Milestone Brandcom devised a media plan and its communication idea, both high on volume and scale.”
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