Baggit takes OOH route to build up brand

The objective of the campaign was to communicate with key markets and re-position brand Baggit. Laqshya Media executed the campaign

e4m by Deepa Balasubramanian
Updated: Jan 16, 2013 6:31 PM
Baggit takes OOH route to build up brand

Outdoor is emerging as a medium of choice for reaching out to consumers for many brands in India. Baggit, bag makers for women, recently rolled out an extensive outdoor campaign to attract a larger TG. The outdoor promotions began mid-December and were on till the end of the month.

Baggit rolled out the OOH drive in Mumbai, Delhi, Hyderabad, Pune and Bangalore. Laqshya Media executed the campaign.

Speaking on the campaign, Nina Lekhi, Founder, Baggit said, “Baggit does have many designs and I have observed, over the years, that women look for and love the one design that enables them to find a little bit of themselves in their bag. I love the campaign. I had a wonderful time at the shoot and I believe the campaign is truly a labour of love. The idea, the execution, the photography – everything has just come together beautifully.”

The driving objective of the campaign was to communicate with key markets and re-position brand Baggit. The activation was executed through billboards to get maximum visibility and exposure, apart from creating awareness. The target audience was SEC B and above.

Being a champion proponent of OOH advertising for the brand, Sapna Ahuja, Marketing Head, Baggit said, “Modern brands are created by consumers themselves. Marketers can only induce conversations and it is the viral spread of sharing sentiments that builds brand equity. Online is a very good medium, but a broadcast medium like OOH induces this conversation on a much larger scale as the brand is presented in its greatest grandeur. Simply speaking, OOH offers larger-than-life display space to a brand, and it has its own magic.”

Taking about the product offerings, Ahuja added, “We focussed on presenting style and fashion through the OOH medium and of course, bags being the largest contributor in our product mix, we thought of focusing on this product.”

Commenting on the campaign execution and the challenges faced, Atul Shrivastava, COO, Laqshya Media said, “The biggest challenge was to work out a value proposition for the client, who was opting for the OOH medium for the first time. Delivery of high OTS and its conversion into the requisite ROI was the next challenge. This could happen due to the client’s keen participation in the selection process. They had the patience to interact with our planners in every region and 2-3 tier screening was done before flagging off the campaign. The multiple level screening posed the challenge of availability, but we could manage it to the best of the outcome.”

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