In a recent development, Navia Asia has partnered Michelin Tyres to handle their current outdoor campaign. The campaign is already up in Delhi, Gurgaon, Faridabad, Noida, Ghaziabad, Chennai and Bangalore.
When contacted, Rahul Chodha, Country Communications Manager, Michelin Tyres, said, “The objective of the creative is to help establish Michelin as a tyre manufacturer with a particular focus on safety. The key elements of the creative – the Michelin Man, the tyres and the Michelin Logo – had to be clearly visible and prominent.
The brief to the agency was direct and simple – Navia was to advise on getting maximum exposure and visibility. They had to recommend sites, which would engage the tyre manufacturer’s TG. Also, the sites had to be in high traffic density areas, with little clutter, and achieve high reach and frequency.
Gourav Tandon, National Director, Navia, said, “Though the client’s brief looked simple, it was quite a task achieving the objective. We at the agency, keeping in mind the best sites and based on our research, ensured that the campaign became effective with presence in high density areas. This helped us achieve a very high OTS and maximum visibility. Further, the number of sites selected, though less in number, their locations were strategically selected. This gave us both the required reach and frequency.”
The campaign is well visible in all the cities with a few notable locations like Tilak Bridge panel, Bhairon Marg and Great India Place, among others.
When asked about the campaign and the agency, Chodha was upbeat about the campaign and said, “In Navia, we have found an able partner, who helped us achieve our objectives”.