OMI (Outdoor Media Integrated) strategic planning and buying division of the Laqshya Group, recently executed a national campaign for Videocon D2H. The campaign – was to announce the product offering of ‘Rs.888 for Set Top Box and one month of the Diamond pack worth Rs 292 free’. The visibility drive is being executed across 78 locations primarily focusing on tier I and tier II towns. The campaign, which started on October 16, 2010, will continue up to the middle of November.
Commenting on the campaign, Indrajit Sen, CEO, Laqshya Media, added, “We very happy to have a client like Videocon D2H and believe that their current offer combined with prompt service will revolutionalise the DTH market in India. OMI has successfully planned and executed their campaigns earlier and in this current visibility drive we have created memorable flashes for Videocon D2H in order to build high recall and strong brand association. This campaign has further demonstrated our ability to deliver innovative solutions across diverse markets.
The campaign was carried out to ensure that the TG gets to identify with the newly launched scheme through multiple visibility touch points across cities, translating into numbers for Videocon D2H. For this marketing initiative the Tier I and Tier II cities were targeted with focus on sharp, differentiated and specific traffic joints across the country.
The brief to OMI was to advise on getting maximum exposure and visibility. They had to recommend sites, which would engage the consumer. Also, the sites had to be in larger residential areas and main traffic junctions to achieve high reach and frequency.
Amit Buchasia, Sr. Manager, Media Buying and Planning, OMI, said, “Though the client’s brief looked simple, it was quite a task achieving the objective. Festive season, coupled with pressure to acquire the best sites and short lead time were a few challenges that we faced. However Laqshya’s network in 22 cities facilitated us in choosing the right media sites, getting the best deals and monitoring the campaign.”
All the 419 sites used are large media formats. Innovation was done in terms of cut-outs at several key locations. This judicious mix of billboards, unipoles and mobile hoardings was to ensure that the campaign becomes effective with presence in high density residential areas and achieve high OTS and maximum visibility.
Sen further said, “When the clients have high expectations from the agency, the challenge gets even more difficult. The competition in the DTH category is heating up and we had to guarantee that our research and media planning created the difference.”
Laqshya offers a compelling proposition of media ownership assets (in multiple formats) and Out-Of-Home agency under the same roof, thus offering an unprecedented, enduring differentiator to clients. Laqshya functions largely through three divisions, OMI (Outdoor Media Integrated) - the largest independent OOH media agency in India and a 360º Out of Home Communication Specialist, Laqshya Outdoor - diversified portfolio of media assets in the Out Of Home space and enjoys a pan India presence and Laqshya Airport. Laqshya owns exclusive rights to the first-ever Greenfield Airport project in Hyderabad (India) and the Bandaranaike International Airport (Colombo, Sri Lanka).