Bureau, New Delhi
Jotun Paints, a multinational brand arrives to establish its market in India. To successfully achieve that, the brand believed that festival juncture is the appropriate time to connect with the audience and OOH is the best suited medium to execute it. Therefore, the brand partnered with Ecosys OOH to bring Onam cheer to the state of Kerala by unleashing a targeted OOH Campaign. Through this outdoor campaign, this multinational brand wanted to showcase its global ambition with a strong local flavour and passion with the tagline - "From Paris to Thiruvananthapuram".
As a part of media planning, the brand and agency decided to deploy the campaign on high impactful billboards location city highways and main arterial routes for effective brand communication in Kochi, Calicut and Thiruvananthapuram.
Explaining further about the media planning Paul Mathew, Marketing - Jotun India Pvt Limited, commented, " From an universe of around almost 130 locations, Ecosys OOH was able to optimise the final roll out by identifying close to 40 locations which were relevant from TG point of view. After removing the spill over they were able to pin down 20 locations avoiding media overflow. We are glad that team not only eschewed brand expectations but also delivered a seamless campaign".
Indeed executing a wide range of campaign isn't an easy task. The challenge to the agency was to have a very sniper-shot strategic media presence instead to a staccato wastage of media fire power. Ecosys OOH took up the onerous responsibility of developing a unique media plan based on ILap and city progression trends to target the noveaux households and the traditionalists.
Commenting on the outcome of the campaign, Manish Chandy, Managing Partner commented, "We are proud to have Jotun on board as a partner brand. With this prestigious association we have entered the new horizon of home décor. We are honoured to have added colours in Onam".
Sujit Banerjee, Director & CEO, expressed his satisfaction on the progress of the agency and opined "The juggernaut of the Ecosys OOH continues and the clients are continuing reposing faith on our abilities because of our distinct offerings that result in immersive experience for the client brands".