Bureau, New Delhi
Raymond, the noted manufacturer, marketer and retailer of high quality apparel and accessories is currently running a widespread multiplex branding campaign to reach out to their target audience. They wished to advertise in a manner befitting their customary avant-garde style and also to use mediums which would accentuate the visual appeal of their fabrics. Their Festival Collection and All White Men's Collection promised to be a huge hit and Raymond wanted to ensure that their communication reached their precise target market close to the point of sale.
Raymond's AOR agency, MOMS Outdoor Media Solutions Pvt. Ltd. partnered with Khushi Ambient Media Solutions to deliver this campaign in the most effective manner. MOMS was confident that Khushi's vivacious life-sized slim backlit media 4x7 feet placed at strategic positions in multiplexes would grab maximum impressions.
According to Ganesh Narayanan, GM - Media Investments, Raymond Ltd., the objective of the campaign was to deliver nuanced reach to the target market. "We wanted to reach out to the target customers in the vicinity of our showrooms" he said. "This campaign allowed us to target prospective customers very close to the point of sale. We did branding in those multiplexes in malls, which also housed our outlets. This offered us the perfect opportunity to leverage the visitor profile of the mall, which is our precise target market. We are using this media strategically & are confident that it will help us to keep our customers engaged throughout the 35 multiplexes pan India where the campaign is running. Also, our campaign duration coincides perfectly with the festivities of Diwali and New Year celebrations when people are in the festive spirit and multiplexes witness a surge in the number of footfalls. The increased footfalls coupled with the novelty of the media makes the cost-benefit ratio of this campaign favourable as it delivers overall effective reach. So far we have succeeded in connecting with 60 lac target customers."
Jayesh Yagnik, COO - MOMS Outdoor Media Solutions Pvt. Ltd. commented "We as an agency are always on the lookout for a medium which is just perfect for the brand and we are delighted to partner with Khushi for multiplex branding as they are a renowned name in the cinema advertising industry and also provide high end static branding in multiplexes. This branding campaign of Raymond demanded a medium which would highlight the elegance of Raymond's Festive and All White Men's Collection. The slim backlit media served as the perfect platform and turned out to be a prudent choice of medium for the campaign."