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Disney characters brighten Sunteck’s OOH drive

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Disney characters brighten Sunteck’s OOH drive

Sunteck Realty recently created an extensive outdoor buzz in Mumbai to announce the launch of its latest luxury residential project – SunteckCity.

The V/S campaign was designed for the end consumers to decide the side of life they wish to choose for themselves. The storyboard of the campaign was designed by Origin Beanstalk so as to communicate and position the project being launched as a lifestyle city within the city. The campaign aimed to revive and make consumers relive the moments that the city life takes away and subtly linked in the amenities offered on outdoors.

In a pioneering association, Sunteck City has also tied up with Disney consumer products and is offering Disney inspired homes in this housing project. Disney inspired homes will have Disney branded furnishing, home decor products, colour palettes, bedding products, bath fittings and more to bring alive the Disney experience for the family. Sunteck has attempted to bring these features on the outdoor displays as well. The outdoor presence was a mix of landmark sites at South Mumbai, Western Suburbs and the Western Express Highway.

Commenting on the execution of the campaign, Kamal Khetan, Managing Director, Sunteck Realty, said, “The outdoor campaign was executed keeping in mind the target audience and the various touch points they encounter while on the city roads. Targeted marketing forms the core of the entire execution of the campaign with a focus on quality of sites rather than quantity. The outdoor burst was driven by innovation at key sites. Other media vehicles such as print media have been planned keeping the target audience in mind so as to achieve a high RoI.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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