How ZEEL's teaser campaign #13KiTayyari rebooted traditional OOH advertising

The campaign by Laqshya Media Group shows, if done right, the OOH medium can create an impact that will remembered for a long time

e4m by Noel Dsouza
Updated: Jul 15, 2020 12:58 PM

For about three months during the lockdown, messages on billboards were all about the novel Coronavirus. Once the nation began to unlock, agencies geared up to curating 'Welcome Back’ campaigns to entice viewers and brands alike. After the Bombay HC on June 16 allowed taking down of the compulsory COVID ads, OOH owners opened the space for clientele to put up their ads.
After a long break, last week saw teaser campaign #13KiTayyari by CPG (consumer packaged goods) brands appearing on billboards. The campaign sparked a lot of curiosity and led to a positive sentiment that OOH will be back on track soon.
The OOH teaser campaign by Laqshya Media Group sparked much interest on social media among both, netizens and industry leaders. The campaign redefines the reach and impact of OOH media when used strategically. It was later revealed that the brands had partnered with ZEE asking consumers to stock up as they would serve as a perfect accompaniment to families watching all their favourite shows resuming on ZEE.
The campaign was curated to showcase solidarity of a big broadcasting company with the M&E sector. Zee Entertainment Enterprises Ltd. (ZEEL) did this to announce its content comeback by an intriguing partnership with leading CPG brands. In association with Laqshya Media Group, ZEE brought together some of India’s most loved brands to celebrate the coming together of viewers, partners, and fresh episodes with the promise of #BanegiBaatSaathSaath.
Four other HSM channels, & TV(HGEC), Zee Marathi, Zee Yuva (MGEC), and Zee Punjabi (PGEC), will also be making their daily content comeback on the same day.
Some of the leading brands that were part of the campaign are Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk and ITC Dark Fantasy. The brands took to social media too with these creatives.

Here's how brands promoted the campaign on social media:

During the teaser campaign

After the reveal

The OOH teaser campaign ran in Mumbai and Delhi with about 700 sites.
Sharing how this campaign will lead to more brands coming in and restoring their faith in the OOH medium, Atul Shrivastava, CEO, Laqshya Media Group, said, “The power of the outdoor medium combined with a good idea and execution can work wonders for any brand. The buzz created on the ground and on online media for the ZEE TV campaign also reinstates the power of OOH in the minds of brands. #13kitaiyyari was the seecond most trending subject on Twitter which exemplifies the brilliant combination of OOH and Digital.”
Shrivastava shared that with strategic planning, OOH media helps in delivering the message right and creates an impact that is remembered for a long time. “With more people coming out on the roads since the nation was unlocked, we strongly believe that outdoor media will have a bigger comeback than ever before. Hence, we are very hopeful that more brands with power-packed campaigns will prefer OOH media to advertise on,” said Shrivastava.
The OOH campaign, integrated with the interest it generated on social media, led to its reach being amplified. People who couldn’t view it on billboards shared, re-tweeted and commented about it on Twitter. People took to social media channels to decode what
#13thkitTaiyyari was about. The banter between the brands on Twitter left people even more curious about why they should be stocking up for the 13th of July, building up the excitement.

Social media buzz

The initiative also showcased that with unity and different creative touchpoints, a massive impact can be generated. There is a hope that the initiative will spark an interest among OTT platforms and broadcasting companies to make a comeback on the OOH medium.

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