Sunfeast Yippee on OOH blitz for new Chinese Masala variant

ITC banked on high visibility and giant sized billboards to create buzz about the new launch. The campaign was executed by OMI, a division of Laqshya Group

by exchange4media Staff
Published - Jun 4, 2013 6:24 PM Updated: Jun 4, 2013 6:24 PM
Sunfeast Yippee on OOH blitz for new Chinese Masala variant

Sunfeast Yippee, the instant noodle brand from ITC, recently launched the third variant of Yippee, called the Chinese Masala. The food major rolled out an outdoor campaign in Hyderabad market, and OMI, a division of Laqshya Group, was vested with the execution duties on out of home. The three-week campaign was high on visibility.

The key objective of the campaign, which kicked off on May 5, 2013,  was to spread awareness on the variant launched. The brand targetted kids in the 7-12 age group, who are the influencers, and decision makers being the mothers, housewives and working professionals. The plan was also to reach out to the masses, announcing the arrival of the new variant. The media plan involved a good mix of giant sized billboards and bus shelters, considering the TG.

Commenting on the campaign, Jude de Valliere, Senior Vice President, Laqshya Group said, “We had to deliver the most impactful plan for announcing the launch of new Yippee Chinese Masala. The challenge was to reinforce the brand along with announcing the new variant. Media that we suggested were quite outsized units meant to create a lasting impact and illuminated bus shelters were further used to bolster the impact.”

The Chinese-flavoured variant from ITC carried a tempting stimuli on gigantic media units that were meant to engage target audiences on a street level. The units were deployed at all major arterial routes.

While the impact through media was created by largeness, the differentiation was created by the strategy backed planning used for the campaign. 

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