Bhawana Anand, New Delhi
With the increasing number of entrants in the growing Ayurvedic products category, the pioneer Emami planned to strength the market share of Kesh King Ayurvedic Hair Oil by spreading its reach into various cities and reinforcing the product to create a recall factor. And the brand opted for a comprehensive yet cost-effective medium i.e. OOH to tap the tier II cities. In association with Interactive Trade Solutions agency, the brand fulfilled the aim to tap wider target audience as well as to win over the competition growing in this category through an extensive outdoor campaign rolled out in Maharashtra & Madhya Pradesh.
The outdoor medium seemed to be the best advertising option to the brand as OOH performs quiet effectively in the Tier II and regional areas and in comparison with metro cities, smaller towns' OOH gets maximum number of eyeballs while traveling.
Showcasing its brand ambassador, the creative of the campaign has been designed to create a relatability factor amongst TVC & print advertisement, strategically emphasising on their products. Wherein, the king-size hoarding added another dimension to the campaign as iconic sites located at several markets effectively attracted the eyeballs of their TG i.e. young & middle age women. The campaign has been made clearly visible in the interiors as well as exteriors of the cities as highways have been strategically targeted by the brand.
While sharing its experience working with this brand, Saurabh Sethi, CEO, Interactive Trade Solutions, said, "Emami is a market leader in Ayurvedic category therefore during the planning & execution, we had to keep their status and market share in the mind that it should be clearly depicted in the campaign as well. Biggest challenge was to occupy all sites together and kick off the campaign in such a short span to create a larger than life impact. I am glad that we have been able to execute the campaign desired by the company ".