Videocon has done its OOH branding in the form of LCD cut-outs at the Hyderabad Airport. This comes on the heels of the Group branding the Gateway Tower in Gurgaon in Haryana on one side with the Videocon logo and a similar one at the Videocon Tower at Jandewalan, New Delhi. This innovation has been done in-house at Videocon.
Commenting on the innovation, Jaideep Rathore CMO, Videocon India, said, “We have used these innovations as they are cost effective and the customer is able to view it better. The Gateway Tower, a landmark of the Millennium City - Gurgaon, has been branded not by its makers but by the Videocon Group. In a historic move, the group has yet again done something iconic by doing the first of its kind OOH innovation ever.”
Rathore further said, “The Group has launched strong marketing initiatives and has covered all mediums in both print and electronic media, apart from laying focus on OOH media and covering major landmarks all over India. The spends are very judiciously planned and are backed by hi-blitz promotional campaigns across all media – print, electronic, radio and digital – plus various BTL and on-ground activities, marketing collaterals, visual merchandising, etc., that are regularly done to attract consumer footfalls.”
“We are doing innovations in kiosks, at railway stations, bus backs and so on. We will also be doing innovations by bringing in LED screens in mid-2010,” he added.