Delhi-based Garuda Advertising has bagged the creative duties of Punjab National Bank (PNB) and will also handle the outdoors for Punjab Roadways.
The PNB empanelment process took around three months, where 73 agencies were invited for media, strategy and creative presentation. In the second round, 18 short-listed agencies were invited to make final presentation and out of which 13 agencies were selected on PNB’s final panel list.
Shilpy Saxena, CMD, Garuda Advertising, said, “Amidst cut-throat competition in the banking sector, PNB looked for a strong strategic and creative direction to enhance its image. We offered them a strong emotional route to capitalise on their equity and base, and connect with their target universe. Besides conventional media, we suggested a few new media, which the board found to be unique. We’ll heavily work on rural outreach programmes, besides print, electronics and outdoors.”
Besides in the OOH space, the agency has won the sole right of over 1,000 buses owned and run by Punjab Roadways. Each bus has six panels that can be used by various advertisers who plan to get noticed across Punjab and some parts of its neighbouring states, including Haryana, Delhi, Rajasthan, Uttarakhand, Uttar Pradesh, Himachal Pradesh and Jammu and Kashmir.
Said Saxena, “We started our OOH division as part of our plan to provide integrated communication solutions to our clients. OOH is a medium that cannot be ignored by both MNC and local clients. Besides metros, B & C towns have become focus points for many companies. And they have a special budget for that.”
Further elaborating on how bus panels made a dynamic media vehicle, Saxena said, “As the reminder media, an advertising panel in a bus makes more sense than any other outdoor media vehicle. It’s a moving media, whereas a hoarding or a billboard is static. They never come to your target audience, if the target passes by through that particular billboard, your message gets noticed. With people spending more time out of home for one reason or other, bus panel is right there in front of the face and hence, cannot be ignored. A creative campaign in buses can engage the entire target universe with a constant interaction process.”
Garuda Advertising is opening its full-fledged office in Chandigarh soon, which will cater to its clients based in Punjab and Haryana, besides managing its OOH operations.