Bhawana Anand, New Delhi
While the GEC Channels have no dearth of creative opportunities to promote their upcoming shows through promotions on different channels of their group, TVC celebrities and many more, the silver screen also swear by the OOH medium heavily to endorse their new shows. Colors Marathi, the regional GEC channel is launching a new daily soap called "Tujhya VachunKarmena" and to inform about their light hearted romantic comedy and garner the higher TRPs rolls out an OOH campaign.
OOH duties of the campaign were bagged by the Ecosys OOH agency. The agency is claimed to be the only company that offers ROI and measurement in outdoor advertising executed the campaign in Mumbai & rest of the Maharashtra. They were given the media task to approach the Marathi speaking households in the heavily cosmopolitan Mumbai and rest of Maharashtra. The marketing challenge was to create enough buzz in the market with this exciting show despite the strong competition from competitors. The agency took the challenge and applied its state of the art digital planning tool Systemapit & IMRB Traffic Data to arrive at ethnicity based media plans amplified on heat maps resulting in a robust campaign on ground.
Therefore, the media selection had to be apt and precise. A media mix comprising of impactful billboards, bus shelters, bus panels and station branding was taken in Marathi dominated areas.
Commenting on the outcome of the campaign Sujit Banerjee, CEO Ecosys OOH opined, "We are thrilled to be partnering Colors Marathi. Gone are the days when out of home media planning was based on gut feel and guess estimates. Technology is changing the way OOH was used to be planned and bought. We are a new age agency and only agency in the country to give ROI and interface digital to give brands immersive experiences."
The show will premier today on Colors Marathi Channel.