Percept Out of Home (OOH) planned and executed an exceptional outdoor campaign for Muthoot Fincorp Ltd, the flagship company of the Muthoot Pappachan Group. The campaign kickstarted in Maharashtra, Punjab and Gujarat during the month of November and will be carried till December 2011.
The objective of the campaign was to create awareness by highlighting Muthoot FinCorp’s offerings. In the view of this fact, Percept OOH strategised and executed the entire campaign to create maximum awareness, covering all the key locations in the vicinity. In addition, people of Punjab voted this campaign as the Best Campaign in the month of November.
Commenting on this award winning campaign, Rajneesh Bahl, Business Head - Outdoor,
Percept OOH, said, “We are proud to be associated with Muthoot FinCorp; this is one of our recent wins. The campaign was executed in 39 towns across Maharashtra, Gujarat and Punjab. Strategically selected media like billboard, bridge panel, BQS, mobile van, bus back panel, cantilever, gantry, railway platform, kiosk and unipole were taken and overnight execution of the campaign delivered the best reach and effectiveness.”
Elaborating on the campaign, a Muthoot FinCorp Ltd spokesperson said, “Our prime objective is to create responsiveness and brand recall for Muthoot FinCorp in the NBFC market. Outdoor advertising has aided in building our brand and reaching out to our target group in the most convenient way. Moving from being a local player to the national level in the gold loan market had to be stated in a grand way. The challenge faced by us was to have a dual effect with the campaign – one, to uniquely promote the ‘Gold Loan in 3 min’ proposition, and second, to build brand awareness.”
Founded in 2003, Percept OOH has been able to create a shift in the industry’s perspective in India – from conventional outdoor media to an all-encompassing 360-degree out-of-home communication solution. The company has three sub-verticals – Percept Outdoor, Percept Retail and Percept Rural functioning under it.
Percept OOH is a division of Percept Ltd, an entertainment, media and communications company. With capitalised billings of about Rs 26 billion (FY’11), Percept, today, has a team of over 1,000 people and 62 offices across India and the Middle East.