Kinetic takes the right RODE for Ramco's campaign

Ramco has rolled out its RODE Marketing Campaign, which seeks to promote its ERP on the cloud. Ogilvy & Mather is the creative agency on the account, while Kinetic is the outdoor agency.

e4m by Shanta Saikia
Updated: Aug 16, 2011 9:51 AM
Kinetic takes the right RODE for Ramco's campaign

Ramco has rolled out a new campaign, called RODE Marketing Campaign. Ogilvy & Mather is the creative agency on the account while Kinetic is the outdoor agency. Ramco is an early mover and launched its ERP on the cloud ahead of the pack. The campaign objective is to make the right impact and help the company stand out from the rest of the players.

According to a company spokesperson, “Uniqueness was of paramount importance to our marketing campaign. We wanted our visual representations to convey the message exactly as we wanted to, at the very first sight. Our main message that we wanted to reach out to our target audience is ‘Say NO to Conventional ERP’.”


Ramco’s outdoor media campaign is aimed at creating brand and product visibility among the CXO group through hoardings in major airports across India such as Chennai, Bangalore, Hyderabad, New Delhi and Mumbai.

The outdoor campaign commenced in mid-June 2011 and will continue till mid-August 2011. The campaign has been executed in five cities – viz. Mumbai, New Delhi, Chennai, Bangalore and Hyderabad.

Garima Sinha, Head - Corporate Marketing, Ramco Systems, said, “We have a truly revolutionary product – the world’s most powerful ERP on the cloud. We wanted to highlight this product among the CEOs and IT heads, who we believe, constitute a large chunk of our target audience. We knew that the only way to make an impact among this audience and have top of the mind recall value with them would be to come up with something that was truly different and literally grabbed their attention. While being brief, our message would have to be powerful. Running the campaign at airports seemed a natural decision when considering our objectives.”

She further said, “The hoardings are attractive and have been specifically designed to arrest attention while on the go. We’ve used powerful images with minimal words. And we’ve been seeing some wonderful results, because people are now curious about our product and want to know more. That is half our battle won.”

Amit Sarkar, National Director, Kinetic, added here, “In a 360 degree marketing approach initiated by Ramco, the key objective of the out of home campaign has been to increase awareness of the product and generate interest among the CXOs. Visibility at important airports in the country was planned at strategic points, where dwell time for the TG should be the highest.”

Ramco, part of the Ramco Group, has delivered enterprise software and services since 1999. Today, Ramco is a global provider with customers in 35 countries and more than 1,500 employees in nine countries.


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