Bureau, New Delhi
The impact of the Prime Minister Narendra Modi-led Swachh Bharat Abhiyaan has been visible throughout the country. The initiative has got a super backing from many brands that has joined this movement to create the difference.
Reckitt Benckiser (RB), a brand which is known for their awareness programmes for healthy hygiene and sanitation practices launched an Outdoor Campaign for their number 1 household cleaning solution brand, HARPIC.
The campaign intends to target the mass with a skew towards the influencers and the decision makers i.e mothers- housewife and working professionals. The media plan and creative were planned to primarily highlight the difference in the HARPIC Red & Blue Offering.
The visibly striking creative that were displayed on the gigantic media units were meant to engage target audiences on a street level where people could notice the campaign by default and get the color difference imprisoned in their minds when it comes to 2 different offering. The attention grabbing units have been deployed at all the major arterial routes reaching out and building frequency. A mix of Billboards, Bus shelters, Pole Kiosks and Unipoles have been picked in tandem with the Area Prioritizer software to arrive at the best bet in terms of visibility for the campaign. Selected Media units have been successful in making the brand's presence felt at every nook and corner of the city.
The impact through the Outdoor media has been created primarily through the Optimized media plan arrived using the best permutation and combination of price and the media efficiency of reaching out to the TG.
Commenting about the opportunity to be associated with this brand, Amarjeet Hudda, Senior Vice President, Laqshya Group said, "We are delighted to have worked with Reckitt Benckiser. It is a great organization to be associated with and, our team has worked hard to ensure that we could offer them a best plan in terms of visibility and impact for their brand, Harpic. We had to deliver them the most impactful plan by reinforcing the dual offering by the market leader and I am thrilled that the team has ensured the same. The challenge was to make the dual offering visibly different yet, bring out the core idea of brand Harpic, that stands for being the leader in the Household cleaning solution brands."