IndusInd Bank earmarks 15 pc for OOH campaign

IndusInd bank rolled out a pan India aggressive OOH campaign to supplement its TV campaign. The OOH campaign has been executed by Laqshya Media

e4m by Priyanka Nair
Updated: Mar 5, 2012 9:50 AM
IndusInd Bank earmarks 15 pc for OOH campaign

IndusInd Bank has reinforced its advertising campaign, which focuses on innovative banking based on the philosophy of responsive innovation, with an aggressive OOH campaign.

The two-month long OOH campaign kicked off on January 21 and will continue till March 21. The bank had launched three innovative services last year – namely, Choice Money ATM, Check-on-Cheque and 365 Days Banking. The current OOH campaign is focused on these services. The campaign has been divided into two parts – tactical and brand approach. The tactical part focuses on building awareness about the brand. For this, outdoor sites have been chosen near the bank’s branches and at specific locations that lead to the branches. The brand approach, on the other hand, highlights the three new services offered.

Commenting on the focus of the OOH campaign, Mohit Ganju, Head - Marketing & Communications, IndusInd Bank, said, “OOH is the second most important advertising medium after television for IndusInd Bank. Our marketing campaigns are built on propagating the Bank’s innovative services, which require multi-medium communication strategy. This works for us as the consumer is exposed to all advertising mediums, and this results in better dissemination of our advertising messages. Also, most of our tactical campaigns (attractive FD rates, 6 per cent savings account interest rates, NRI promotions) work very well on outdoors as they are very specific to regions and cities. OOH gives us the advantage to communicate city wise and product wise for our various campaigns.”

Further, talking about the OOH investment, Ganju added, “Last three years have witnessed significant growth of OOH spends at IndusInd Bank. The current financial year has seen a growth of almost 30 per cent in OOH spends over last year. We will continue to enhance the OOH spends further in near future.” The bank has allocated 15 per cent of its marketing budget for this OOH campaign.

The OOH campaign, executed by Laqshya Media, has been carried out over 394 different outdoor media units that include bridge panels, bus branding, flag poles, kiosks, glass facades, street furniture, mobile vans and bus shelters, along with 100 radio cabs each in Delhi and Mumbai.

The campaign is spread across 25 cities, including Delhi, Mumbai, Bangalore, Ludhiana, Jalandhar, Chandigarh, Amritsar, Bhopal, Guwahati, Bhubaneswar, Indore, Gangtok, Patna, Ahmedabad, Vadodara, Surat, Rajkot, Jaipur, Udaipur, Lucknow, Nagpur, Pune, Kochi, Coimbatore and Thiruvananthapuram.

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