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Life Ok extensively uses OOH media to market ‘2612’

Life Ok extensively uses OOH media to market ‘2612’

Author | Priyanka Nair | Wednesday, Nov 21,2012 7:42 PM

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Life Ok extensively uses OOH media to market ‘2612’

Life Ok has taken the outdoor route to market its to-be-launched show ‘2612’. The story of ‘2612’ revolves around terrorism, and how a simple KG teacher finds herself involved in a terror plot that is more than 26/11 (Mumbai terror attack), a plot known as ‘2612’.

The channel has used a mix of traditional and new media formats such as bus panels, hoardings, drapes at airports and gantries. The 15-day campaign is currently active in Mumbai and Delhi.

The creatives are designed by O&M, whereas Bates Wallstreet and DDB Mudra have executed the campaign across the two markets.

Commenting on the outdoor initiative, Ajit Thakur, General Manager, Life Ok said, “The campaign is made keeping in mind the overall public. It is a message to the people asking them to stay alert and united on a daily basis and not just when an incident occurs.”

Unlike other GECs, Life Ok off-late is also using the OOH medium to promote key peak points in the storyline of its ongoing shows to garner audience attention. It will be interesting to see how the channel will portray the highlights of this show on outdoor in the coming days.

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