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Atta is an emotional subject with Indian consumers and the quality of chappatis determines the mood around the dining table. "If you have won that round, you are in business". Shakti Bhog Foods Ltd, makers of Shakti Bhog atta, is kneading a new marketing strategy by unveiling an outdoor campaign to retain its market share.
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The idea behind the campaign was to tap the TG which is always on the move. The creative of the campaign has Bollywood actor and Shakti Bhog's brand ambassador - Karishma Kapoor.
The Shakti Bhog atta Campaign has been positioned at Delhi Metro Stations - Metro panels, inside Metro branding, translites, hoardings, unipoles and pillars, wherein resulting in high visibility and recall value.
Also, apart from this, branding was also done on cabs in six cities namely Delhi NCR, Jaipur, Punjab etc. Cab branding was done in association with CashUrDrive.
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Commenting on the campaign, Surinder Rana, head, Corporate Advertising, Shakti Bhog, Said, "Outdoor has helped in creating a noise level for the brand that would result in demand generation and increased market penetration. This was achieved through careful planning and selection of an appropriate media mix."
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He further added, "Outdoor is a tried and tested medium. It has always been an important part of our advertising mix and accounts for 25 percent of our advertising budget. Outdoor is an economical option and helps in amplifying the overall brand coverage and facilitates high recall registration."
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India
