National Stories

Harpic spreads pan India OOH Campaign with its Dual Offering

21, February, 2017

Bureau, New Delhi

Executed by Laqshya Solutions, the campaign was launched with an aim to reinforce the two different offerings by them - The Blue Harpic Toilet cleaner and the Red Harpic Bathroom Cleaner.
  • Traditional Media #Moti Nagar, Delhi, Delhi NCR
    Subway Panel: Price - INR 2,50,000 PM
    Company Name: Pioneer Publicity
    Contact Person: Dinesh Vasudeva | Director
    Contact Details: +91 9810059010 | dineshv@pioneerpublicityindia.com
  • Traditional Media # Shadipur, Delhi, Delhi NCR
    Unipole: Price - INR 2,50,000 PM
    Company Name: Shine Art Services Pvt. Ltd.
    Contact Person: Sarvesh Baliyan | Director
    Contact Details: +91 9810414681 | shineadv.delhi@gmail.com
  • Traditional Media # Kirti Nagar , Delhi, Delhi NCR
    Unipole: Price - INR 2,50,000 PM
    Company Name: Shine Art Services Pvt. Ltd.
    Contact Person: Sarvesh Baliyan | Director
    Contact Details: +91 9810414681 | shineadv.delhi@gmail.com
  • Traditional Media #Janakpuri, Delhi, Delhi NCR
    Unipole: Price - INR 2,50,000 PM
    Company Name: Shine Art Services Pvt. Ltd.
    Contact Person: Sarvesh Baliyan | Director
    Contact Details: +91 9810414681 | shineadv.delhi@gmail.com
  • Traditional Media # South Extension, Delhi, Delhi NCR
    Unipole: Price - INR 8,00,000 PM
    Company Name: Icons
    Contact Person: Sumit Gupta | Director
    Contact Details: +91 9899006006 | sgupta@iconsmail.com
  • Traditional Media # Pitampura, Delhi, Delhi NCR
    Unipole: Price - INR 3,50,000 PM
    Company Name: Chitra Advertising Services
    Contact Person: Rajesh Khanna | Proprietor
    Contact Details: +91 9810005721 | chitraadvt@gmail.com
  • Traditional Media #Shakti Nagar, Delhi, Delhi NCR
    Unipole: Price - INR 3,50,000 PM
    Company Name: Aim Media
    Contact Person: Himanshu Sharma | Operations
    Contact Details: 9910013031 | aimrajesh09@gmail.com
  • Traditional Media #Kashmere Gate, Delhi, Delhi NCR
    Bus Shelter: Price - INR 1,50,000 PM
    Company Name: Rajdeep Publicity P. LTD.
    Contact Person: Vineet Singh | GM Marketing
    Contact Details: +91 9312290911 | vineetsingh@rajdeepgroup.com
  • Traditional Media #Kohat Enclave, Delhi, Delhi NCR
    Unipole: Price - INR 2,50,000 PM
    Company Name: Aim Media
    Contact Person: Himanshu Sharma | Operations
    Contact Details: 9910013031 | aimrajesh09@gmail.com
  • Traditional Media #Akshardham, Delhi, Delhi NCR
    Bus Shelter: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # NH-24 (Delhi), Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media #DND Flyway, Noida, Delhi NCR
    Unipole: Price - INR 3,50,000 PM
    Company Name: Engee Media Solution Pvt. Ltd
    Contact Person: Raju Vig | Managing Director
    Contact Details: +91 9811681095 | engee_15@rediffmail.com
  • Traditional Media #Sector-18, Noida, Delhi NCR
    Metro Pillars: Price - INR 2,25,000 PM
    Company Name: Media 24x7
    Contact Person: Rajendra Kumar | CEO
    Contact Details: +91 9810615678 | rajendra9999@gmail.com
  • Traditional Media # MB Road, Delhi, Delhi NCR
    Public Utility: Price - INR 2,50,000 PM
    Company Name: Mediashop
    Contact Person: Bhavya Dhingra | Director
    Contact Details: +91 9871950630 | bhavya.dhingra@hotmail.com
  • Traditional Media # Khel Gaon , Delhi, Delhi NCR
    Public Utility: Price - INR 4,50,000 PM
    Company Name: Mediashop
    Contact Person: Bhavya Dhingra | Director
    Contact Details: +91 9871950630 | bhavya.dhingra@hotmail.com
  • Traditional Media outside Malls, Nelson Mandela Road , Delhi, Delhi NCR
    Unipole: Price - INR 6,50,000 PM
    Company Name: Laqshya Media
    Contact Person: Rajesh Mendiratta | General Manager
    Contact Details: +91 9818120965 | rajesh.m@laqshyagroup.com
  • Traditional Media # Ashram , Delhi, Delhi NCR
    Unipole: Price - INR 8,00,000 PM
    Company Name: Icons
    Contact Person: Sumit Gupta | Director
    Contact Details: +91 9899006006 | sgupta@iconsmail.com

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."

Tags :  Laqshya Solutions HARPIC Reckitt Benckiser Swachh Bharat Abhiyaan Narendra Modi Laqshya Media Group Healthy hygiene Outdoor Campaign OOH

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