DTH service provider DishTV, which recently launched its new TV campaign, has drawn up an aggressive outdoor campaign and has engaged the services of MOMS Outdoor Media Solutions, Madison World’s OOH division, to execute the OOH dimension of the campaign. It may be noted that MOMS has been handling the outdoor advertising duties of DishTV for 10 years.
The visibility drive is being executed across Delhi, Noida, Faridabad, Kolkata, Bangalore, Mysore, Indore, Bhubaneswar, Lucknow, Amritsar, Ludhiana, Jallandhar, Chandigarh and Jaipur.
Commenting on the campaign, Dipankar Sanyal, COO, MOMS Outdoor Media Solutions, said, “The campaign has been rolled out across the cities with a strategy to cover all high traffic zones by using a high visibility media.”
The campaign, which commenced from February 8, will continue for a period of 15 days.
According to Sanyal, the objective behind this campaign was to promote the new recording feature of Dish TruHD+, a high-definition digital video recorder, without adding any extra cost. “The product also gives the freedom of unlimited recording of the programmes using an external drive and you can carry your programmes with you. This gives meaning to the new tagline: ‘Sab par Dish sawaar hai’.”
On the creative thought process behind the campaign, he said that the size and visibility of the media vehicles used was such that it appeared to be larger than life, which suited the creative as it was adapted upon the large formats. The average size of the billboard used in the campaign is around 40 x 20 and above, hence the creative fits well with the large format medium used. All sites taken up are large media formats. A mix of billboards, unipoles, bus shelters and mobile hoardings has been taken up to achieve maximum visibility.
In a bid to break through the clutter in the OOH space, MOMS has chosen the media and planned in a way that no site gets any disruption and are clutter-free with long visibility. “This was by doing a recce with the DishTV officials and using the VI Indexing method, where most of the sites were considered with more than 80 per cent weight-age,” Sanyal explained.
The campaign is being carried out to ensure that the TG gets to identify with the newly launched product through multiple visibility touch points across the cities.
DishTV, which beams over 330 channels and some of its own content to 12.5 million subscribers, recently introduced Dish truHD+, a high-definition digital video recorder.