Tata Housing has been one of the most active real estate brands that have occupied strategic OOH vehicles in the last one year in different markets. The Mumbai-based real estate developer recently announced its foray into Odisha with the launch of its residential complex project named Ariana in Shakarpur, Bhubaneshwar.
As a part of the pre-marketing activity, the brand has launched a strategic outdoor campaign. The six months campaign is executed on 10 strategic outdoor sites in twin cities of Bhubaneswar and Cuttack. The outdoor media used in the campaign are large formats ones such as gantries and billboards.
Commenting on the campaign initiative, Rajeeb Dash, Head – Marketing, Tata Housing said, “It has to be smart planning and smart buying when it comes to outdoor campaigns. According to me, the campaign is innovative in terms of the idea and clutter break through due to its positioning and execution. This innovative hoarding has provided reach to the brand and been able to create the hype in the market.”
“Outdoor is the media which can help to create instant buzz in the market. The hoarding creative idea is to decorate the gantry in such a way that it gives the feel that one is entering a township or home when he passes through the gantry. This has the linkage with the category – real estate and makes it aspirational,” added Dash.