Kotak Life takes Easy Cabs route to brand recall

Kotak Life Insurance TVCs are being shown on the screens fitted in Easy Cabs taxis. The entire exercise is being handled by Mudra Max

e4m by Suraj Ramnath
Updated: Jan 31, 2012 7:22 AM
Kotak Life takes Easy Cabs route to brand recall

Kotak Life Insurance has embarked on a 10-day campaign, starting from January 25, wherein 30-second ad spots of the insurance company are being played on the screens fitted on the taxis being run by Easy Cabs. Along with the ad spots, a static banner with Kotak Life’s campaign message is also being run on the screens. The ads are the same ones been aired on television.

It is a unique platform for out of home element, but unlike conventional OOH platforms, this one focuses on being more niche and segmented. The Easy Cabs activation is being done by Mudra Max.

Explaining the concept behind this campaign, Elizabeth Venkataraman, Senior Vice President & Head of Marketing, Kotak Life Insurance, said, “This was a very different opportunity where we could air our entire television commercials in Easy Cabs to get more visibility and for high brand recall. It is always better to keep the same message.”

On choosing Easy Cabs as an outdoor medium, Venkataraman said, “In terms of cab service operators, Easy Cabs are the only operators who have given us the opportunity to play our entire TVCs, which no other operator has started.”

Spencer Noronha, GM, Mudra Max, added here that the campaign was being done to create high brand recall and to reinforce brand message to complement the ad.

He further said that Mudra Max had executed a multimedia outdoor campaign for Kotak Life Insurance in Mumbai and Delhi, with the ads on bus shelters, hoardings, gantries and bridge panels.

Meanwhile, this is not the only in-cab campaign that has been undertaken by Kotak. The insurance company had earlier run a separate campaign in Meru cabs. The idea then was to make the passenger experience ‘another you’ as soon as they entered the cab and at the same time also convey their message from the ad. The headrest of the front seats of the Meru cabs had a mirror fitted in them so that the passenger could see himself/ herself first and then timed with this. Kotak’s ad jingle and a poster creative completed the brand message.

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