National News

Consumers wowed for Blenders Pride

October, 2012

Aarti Chhabra, New Delhi

Blenders Pride has managed to grab a huge amount of attention at the RGIA - airport with its latest campaign for Blenders Pride fashion tour 2012.

In order to promote the tour Blenders Pride was looking at creating innovative outdoor possibilities that thus far did not exist.

The challenge was to create the right impact in a unique and stylized manner, and what better place to do it than at airport.

Thus, the team placed mannequin on the conveyor belt at RGIA - airport, which highlighted the message 'Blenders Pride fashion tour 2012'. The mannequin moves along with other passenger baggage on the conveyor belt. Done for, the first time this activity had more than desired impact, in terms of breaking the clutter and engaging the audience /TG.

In addition to this, the company has also put up numerous hoardings of various sizes (such as 40 ft X 40 ft, and 60 ft X 20 ft). These are spread across Bangalore, Chandigarh, Hyderabad , and Mumbai.

The innovation was designed and executed by Platinum Outdoor.

Gour Gupta, CEO, Platinum Outdoor, said, "Innovations are a must -- to enhance the brand's basic proposition and attract attention. According to the latest figures released by International Air Transport Association (IATA), India had the strongest annual growth with the domestic air travel demand, rising to 16.4%. Hence we wanted to use this touch point to target this specific affluent demographic group. A lot of brainstorming went into cracking the right media and making full use of the innovation. The deployment was done on the conveyor belts in a way that no one could miss the communication. The idea was to provide high impact and attention."

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