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Monte Carlo strokes innovation in retail space

16-June-2012
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Monte Carlo strokes innovation in retail space

In a bid to drive footfalls to the showrooms of Monte Carlo, the flagship brand of Nahar Group, OOH advertising agency OMI recently came up with an innovative solution – rear retail projection. This was done using digital luminaria window.

Currently, Monte Carlo products are available through 145 exclusive brand outlets, over 800 multi-brand outlets and 60 large format stores.

Commenting on the campaign initiative, Anoop Dass, Brand Manager, Monte Carlo, said, “Digital luminaria window is a powerful digital media which can be used to showcase our complete collection. Media plays an important role under retail platform, which allows colour, style, pattern, design, etc., to be showcased in a live manner. This digital media creates attention and retention among customers and is visually more stylish. In today’s technology, an innovative idea can create huge buzz and generate high eyeballs among target group.”

Digital luminaria window is a new digital marketing opportunity for dynamic display and management of information that entertains, informs, and captivates shoppers using HD (High definition) moving images and video in retail and various other commercial environments. This large formatted window converts existing glass façade of the store into a live window for both day and night advertising.

Elaborating on the campaign execution, Vivek Lakhwara, Senior Vice President, OMI, said, “Monte Carlo wanted to do something new and innovative at their store in Shipra Mall, NCR. After studying the retail store’s location in the mall, we thought of executing the rear projection. I would like to add here that it is for the first time in the country that an apparel brand has used this technology. This surely makes a difference to the visibility and notice ability of Monte Carlo in a mall full with competing brand stores.”

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