Reliance Cement creates first time OOH impressions

The company used cement mannequin, pole kiosks in the shape of cement bags, etc., as part of the outdoor campaign executed by DDB MudraMax

e4m by Priyanka Nair
Updated: Jan 7, 2013 7:29 PM
Reliance Cement creates first time OOH impressions

After changing the face of every sector it has forayed into, the Reliance Group has set its sights on the construction sector. The Group’s latest venture, Reliance Cement Company has rolled out an extensive outdoor promotional activity as part of its marketing campaign.

The outdoor campaign is currently underway in Nagpur and Vibarbha regions, where the product is currently available. The product will be launched in a phased manner and so will the promotional campaigns.

Commenting on the campaign execution, Digvijay Singh, Brand Manager, Reliance Cement said, “We appreciate the value and impact delivered by outdoor for a category like ours. Having said that, we wanted to break through the clutter and required an edge in our communication. We were looking for an experienced partner to deliver this objective with transparency, efficiency and value.”

The outdoor campaign was launched with 365 outdoor units such unipole, bus shelters, kiosks and billboards. There were cement mannequin, pole kiosks in the shape of cement bags, moving cranes lifting cement bags, neons created at select strategic places.

Elaborating on the campaign brief, Monal Kabra, Group Account Director, DDB MudraMax said, “The brief was crystal clear – it was imperative to do some path breaking work. Fortunately for us, the client was equally willing to experiment with innovative concepts and ideas. A plethora of options were presented accordingly. Some of which found favour with the client and flawless execution in record time followed suit. Never before had one seen any players from this industry indulge in this manner and scale.”

“We are glad that Reliance Cement has launched itself in a way that one would vie for and created huge impact across the belt. All-in-all a ubiquitous launch with innovations and sustained visibility proved to be the key ingredients of a successful campaign,” Kabra added.

Campaign Credits:
Aditi Sethi – DGM
Monal Kabra – Group Account Director
Rupadhish Roy – GM
Umakant Pawase – Senior Manager
Kaustubh Pande – DGM

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