Bhawana Anand, New Delhi
TV channel as a category has been utilising OOH medium canvas in an extravagant manner to capture its audience. And with more channels and daily soaps coming in, this association is even growing stronger. Zee Zindagi Channel has proved this, once again, by utilising the OOH medium to promote its new daily soap named ‘Bhaage re Mann’. In association with Bright Outdoor, the channel developed the campaign presenting the main lead of the show all across the various formats. The idea of the campaign was to create high buzz about the new show and catch the attention of masses via OOH medium.
Aiming at audience from all walks of life, the channel deployed the campaign on all sort of large formats of OOH medium covering hoardings, Bus Shelters, Local station platforms and etc., extensively in Mumbai. Moreover cluster branding was done at stations to break the clutter and create higher recall value for the show. Additionally the main junctions of the city like Juhu, Churchgate and many more were targeted.
The creative of the show played an important role in the campaign. The creative was designed in manner to keep the energetic and lively feel of the daily soap in outdoors as well. The lead character of the show and her thoughts were emphasised in the imagery, also the timings and launch date was highlighted in the creative.