National News

The Telegraph goes OOH with Kinetic India

May, 2013

Aarti Chhabra, New Delhi

In a bid to connect with a wider reader base, The Telegraph recently introduced a new lifestyle supplement - 't2 'in North East India. 't2' cover topics ranging from entertainment, fashion, food, and shopping to lifestyle, health, films and social events, besides carrying crosswords, comics and puzzles.

To create an impact in the North East market, the company has drawn up an aggressive outdoor campaign and has engaged the services of Kinetic India to execute the OOH dimension of the campaign.

To build awareness for the supplement, a high decibel high impact campaign with an extensive mix of out of home media vehicles was executed. The choice of media mix for this campaign includes of Gantry, billboards, glow sign board (GSB), monopole, gate branding. etc which were used effectively to communicate the message. All prominent and arterial routes in the cities have been targeted.

To create 'WOW' & 'Buzz', Block printing has been done for the first time in these markets and has helped in reflecting the brand's vibrant and colorful look. Outdoor has magnified the appeal of the creative with the help of
innovative tools. Most of these media innovations has been carried out in the premium and transit locations of Guwahati and Shillong such as Paltan Bazaar, Chandmari Colony, Commerce College, Beltola, Ulubari, and so on.

For the first time in North East India we had done innovation in the outdoors and both types - Block Printing and Cut-out, was executed well. The overall outdoor campaign is appreciated." Tanmoy Saikia, Deputy Manager - The Telegraph Brand.

Commenting on the campaign, Amit Sarkar, COO, Kinetic India, said, "The Telegraph have been an old patron of Kinetic & we are extremely attached to the brand. We are happy to be a trusted partner of Telegraph, in this campaign. Kinetic India rose to the multiple challenges of optimizing the media plan to derive maximum reach & coverage, given the vast territorial spread of this campaign and very less qualitative outdoor media options available in the specified markets."

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