Top Story


Home >> Out-of-home >> Article

Primesite takes TVS Motor’s outdoor campaign for new bikes to smaller towns

Font Size   16
Primesite takes TVS Motor’s outdoor campaign for new bikes to smaller towns

Bunty and Bubli might have found their small town environment a dead-end for their dreams and ambitions. But companies and their agencies are increasingly turning to the buying power and potential of the smaller towns.

A case in point is the new outdoor campaign designed by Mudra Group’s out of home agency Primesite for two-wheeler major TVS Motor Company’s recently launched bikes. Instead of concentrating on big cities, the agency’s main focus is smaller towns.

Indrajit Sen, President, Primesite, said, “The towns where the activity is being handled number more than 350. The campaign was put up two-and-a-half months back. The emphasis is on the up country towns. We have put around 600 hoardings around the towns.”

He added that more and more brands were finding solutions in small towns. “We have put some hoardings in the cities, but our main focus is small towns. There is a shift that is happening from the cities to the small towns,” Sen pointed out.

“Our target audience is people from small towns, where we want to increase brand awareness among the people. Media solutions are being provided on the basis of target group segmentation, mapping target group points of congregation and thereby, providing a combination of experiential, ambient and conventional out of home solutions. We are also providing creative ideas/solutions for implementing the same to enhance on road visibility for the brands,” added Sen.

He further said, “We have installed good infrastructure in small towns like Jammu including Moga, Srinagar, Abohar, Ferozpur, Patiala, Ropar, Kangra, etc. In Rajasthan we are covering Alwar, Bharatpur, Jaipur, Bhilwara, Pali, Jodhpur, Nagaur, Udaipr, etc. We are also covering Western UP towns like Ferozabad, Agra, Mathura, Aligarh, Bulandshar, Meerut and Saharanpur. The maximum upcountry activity is currently in place for TVS Star bike. Most importantly, we are maintaining the infrastructure that we have installed.”

“We will be using a lot of ambient and experiential media in future. Our focus will be on something beyond conventional media,” Sen said.


Rishi Pratim Mukherjee finds his eternal peace at home on a typical weekend by reading his all time favourite books or simply switching off

Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

According to media reports, the new logo will not be very different from the existing one and the changes may not be very visible

Visual highlights from the seventh edition of IMPACT’s 50 Most Influential Women event held in Mumbai on Thursday 22nd March.

The FIR was filed by the police after BARC India’s vigilance team found out that the details of the households where BARC India’s BAR-O-Meters are installed were compromised