National News

Idea connects with West Bengal during Poush Mela

February, 2013

Aarti Chhabra, New Delhi

The festival season every year is marked by the memorable ads that marketers release not just to push their brands, but also to connect with their customers by tapping into the festive spirit of happiness and celebrations. This festive season too, telecom major, Idea has come out with high-decibel advertising to mark Poush Mela.

Poush Mela is an annual fair and festival that takes place in Santiniketan, in Birbhum District in West Bengal, marking the harvest season. Commencing on the 7th day of the month of Poush, the fair officially lasts for three days, although vendors may stay up until the month-end. The key characteristic of this fair includes live performances of Bengali folk music, notably baul music.

During the Poush Mela, Idea corridors were created in the exhibition ground. A 3G experience zone was setup with a laptop and LCD. Also, engagement games were organized to draw maximum footfalls. Lucky Draw initiated by the Idea sales team induced purchase. Apart from this, GSB's were used to gain maximum visibility at night.

As a part of the innovation, 25 foot Idea pillars were erected to provide maximum visibility. Directional signages were also used.

For the record, Platinum Outdoor handles the Outdoor media duties for Idea West Bengal Circle.

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