Bates Asia brings ‘Life OK’ alive out of home

Bates Asia has partnered with Star to bring its ‘Life OK’ dreams to reality, covering every street corner in more than 100 cities with the channel’s presence.

e4m by exchange4media Staff
Updated: Dec 27, 2011 8:35 AM
Bates Asia brings ‘Life OK’ alive out of home

Star does not believe in doing things small size. Its latest bet ‘Life Ok’ is seeing larger than life initiatives by the network across Medias like television, outdoors, social and print. If you have come across any of the colorful hoardings in the vicinity of your areas, then know that it has been created by Bates Asia. The agency has worked on the entire outdoor communication for the new channel covering more than 100 towns with more than 13 lakh of sq. ft. of printing. It is the largest ever outdoor campaign done by any TV channel covering all kinds of outdoor media like Hoardings, Bus Que Shelter, Wall Paintings, Gantries, Bill Boards, Utilities, Station Panel, Metro Panel, Mall Medias etc.

Bates has conceptualized and executed the entire campaign in order to promote the genre of the channel which is considered niche and help build salience for the brand, helping it stand out in the Christmas season. Vivid formats have been used for the campaign, starting from a large format unipole to a small format of a standee. The entire activity ran for about 10-15 days covering cities like Mumbai, Delhi, MP, UP, Punjab & Haryana and many others with over 6000 medias used needing over 13 lakh of sq. ft. of printing.

“We are happy with the work Bates has done in this very ambitious plan of taking our brand to consumers across 101 towns of India. It was a conscious decision on our part to have a high impact, high reach & short burst OOH campaign with an aim of touching a huge majority of Hindi speaking audience. We achieved this by going to the smallest towns, including some towns which probably haven’t even seen media brands advertise there before” says Ajit Thakur, General Manager, Life Ok, commenting on execution of campaign by Bates.

Speaking on the association with Star, Praveen Vadhera, Country Head, Bates Landscape, said, “We are proud to be a part of the Life Ok campaign for Star. This was a big campaign both in number of cities, sites and also in the expectations from the campaign. A spread of over a 100 towns with a teaser phase followed by a reveal creative just makes the timing of the execution all that more critical. Various media options were chosen basis the TG that we wanted to reach out to & this was achieved successfully... Our national presence with our own offices & teams pan India made this herculean task possible. We wish Life Ok all the very best for the times to come."

Sharing moments while working on the campaign, Bipin Grewal, AVP OOH, Bates Asia, said, “Multiple all night to do's, challenging deadlines, multiple changes & re working on the massive plan, late night pizza delivery in office, empty roads while on the way back to home early morning and a lot many things together went into creation of the Life Ok campaign at our end. All that work seems to be well worth it when one sees the execution of the campaign finally as well as the positive feedback from the client. It was a very good experience for me and my team to be a part of this journey that has just started. Life Ok rocks!!”

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