For the past few months, the financial capital of the country has been witness to fierce hoarding campaigns. If DNA kicked off a high-decibel OOH campaign, Hindustan Times and The Times of India have not lagged behind. For its Mumbai edition, Hindustan Times has roped in Primesite, the specialist outdoor communication agency of the Mudra Group.
Indrajit Sen, President, Primesite, said, “We are using outdoor media for brand awareness. The target group is Sec A, Sec B. We want to target the middle-income group. We wanted to create brand perception that is technologically superior.”
Sen said that the pre-launch campaign of HT was handled in a different manner. “We used 50 sites and had 50,000 sq feet of production. We didn’t use a single hoarding. The largest drape was used to highlight the HT logo at Haji Ali building. In the popular multiplex Fame Ad Labs, we used one-way vision film. Also, there was a three-dimensional lit display at Mahim Causeway. We took Marine Drive as the most prominent site. The HT logo “Let there be light” was displayed there. There was a candle innovation at Mahim Causeway. We created the same level of awareness, which was eye catching and we didn’t need to use the conventional media medium,” he elaborated.
Sen further explained that seven high-traffic pockets that would be visited at least once by the defined TG were identified.
“We created a lot of retail presence. It was essential to get the message right at the point of sale. Hence, starting with their factory branding at Airoli, we extended our design and implementation exercise to retail branding of their cash sales points, classified outlets and stall merchandising. We created retail identity and branding,” he maintained.
Primestites has now taken a lot of billboards, shelters and CSP stalls that have been conceptualised, designed, fabricated and installed by the agency. “The HT hoardings will be there for a long time, as we would continue doing the brand building exercise,” Sen commented.