Billboard of the week: Idea’s campaign at Kumbh Mela

Smart planning, right use of media formats & simple messaging make Idea’s Kumbh Mela campaign impressive

e4m by Priyanka Nair
Updated: Feb 14, 2013 9:00 PM
Billboard of the week: Idea’s campaign at Kumbh Mela

Festivals in India bring a lot of joy to advertisers. Kumbh Mela, which is considered to be one the world’s largest religious gathering, is a hot-stop for brands to roll marketing gimmicks. True to this, Idea has gone big on outdoor advertising.  ‘Shahi  Nav Mein Sangam Snan Ka Idea’ is the campaign that Idea is running, wherein selective Idea subscribers depending upon their value of recharge done in a specific period shall be shortlisted and invited to be part of campaign. Platinum Outdoor has executed the campaign.

exchange4media’s unanimous pick for billboard of the week is Idea’s aggressive campaign at Kumbh Mela. Here are three parameters on the basis of which we think the initiative is an impressive outdoor advertising concept...

Smart planning
A multimedia approach has been adopted by the agency to optimise visibility and effectiveness of the campaign.

Right use of media formats
The outdoor formats used in the campaign include billboards, specially constructed arches, gantries, branding at surrounding railway stations, barricade branding in the Kumbh area, Kumbh map branding in the Kumbh area, helpline signages within the Kumbh area, balloon branding in the Sangam area, bus branding and boat branding. Special pillars have also been constructed with a Kalash atop symbolic of Kumbh in the city.

Simple messaging strategy 
The strategically placed branding ensured wide-spread reach, effective coverage, impactful visuals and top of the mind recall for Idea. The messaging of the campaign was customised as per the media format used in the campaign, which is a smart way of connecting to the audiences at various points of communication.

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