The UTI asset management company has gone the ambient way to promote its financial product UTI Lifestyle Fund. The company has assigned Outdoor Media Integrated (OMI), a division of Laqshya Media, for the outdoor campaign that includes the usual billboards and bus shelters along with other activities at close to 27 stores.
Sriram Iyer, Head-Client Servicing and Creative function, OMI, noted, “Alternative out-of-home media is being electrified by what could be dubbed a consumer surge. Indians spend twice as much time outside their homes and workplaces today than they did just a few years ago. As a result, the ability to reach target audiences in attentive venues through non-intrusive media has become very important.”
For this product, the ambient media plan includes standees, cut-outs, trolley branding, mall facades and lift-door branding, in stores like Pantaloons and Big Bazaar. The creative of a man sitting on a trolley loaded with shopping goods was used intelligently to create mall branding. It also included mall show windows, gaming and promoter kiosks, and form drops, with every purchase. The in-store digital TVs were also used to broadcast the UTI television commercial.