ITC initiates innovative brand promotion strategy for latest offer

Billboards, bus shelters and activations were effectively used by ITC for its new range of deos Engage. Milestone Brandcom executed the OOH campaign

e4m by exchange4media Staff
Updated: Aug 14, 2013 8:08 AM
ITC initiates innovative brand promotion strategy for latest offer

ITC’s Personal Care Products Business has announced the expansion of its product portfolio with the launch of Engage.  This new range of deo sprays for men and women is packed in peculiarly shaped cans and uses ‘silhouettes’ as its key design component.

The brand proposition – Playful Chemistry, is well complemented with the innovative packaging design which extends to some eye catching billboard creatives as well. The strategy is to promote the brand effectively while bringing alive special couple moments ‘engaging’ in a new language of love.

Milestone Brandcom, which executed the OOH campaign for the brand in Mumbai and Bangalore, also took to brand activations to further the impact of this new product.

“To reach out to these young couples, we decided to do something playful! We took to the rainy season and created ‘umbrellas’ with the silhouette of a couple. These umbrellas were handed out to couples seated in parks, gardens, college campuses and popular streets. We also placed standees and created branding around benches in these areas. Large units in the shape of the actual products were created and placed at popular waterfront destinations – the ‘romance rocks’ at Bandstand, Carter Road and Marine Drive. Candid shots of couples embodying the proposition of playful chemistry and engaging in some uninhibited moments were captured,” said Hanoz Patel, Founder Member and Managing Partner, Milestone Brandcom.

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