Aarti Pahwa, New Delhi
Madness is knocking on your TV screens. Happu Singh is coming to entertain all with his awesome acting and comedy skills. Yes, AND TV (&TV) has come up with a unique comedy based show "Happu ki ultan paltan" having Yogesh Tripathi as Happu Singh. (Happu Singh was a famous character in the show Bhabhi Ji Ghar Par Hain) and this new show is a spin-off of BGPH wherein we show Happu and his family life.
Given the turbulent scenario of MRP regime where there were channel black-outs on TV across the country, &TV decided to reach the audience with a high decibel OOH campaign that included Billboards, Unipoles, metro panels, scrollers, facades, wall branding etc. across Delhi, NCR, MP, CG, UP, Bihar, Jharkhand and Haryana. The campaign is executed by OAP.
A multimedia approach has been adopted by OAP to amplify the effect of the campaign by achieving the right balance between impact, frequency and reach.
Aayushi Agarwal, Sr. Brand Manager, &TV - This campaign helped us get a high reach, awareness and conversion for the show that reflected in the opening TVR of 0.7 and reach of 1.3 according to the BARC data. It helped the channel grow from 33 to 49 GRPs in just a week.
Commenting on the campaign, Gautam Jhanjee - COO North, OAP, said, "Anything out of the ordinary, attracts, excites and interests the consumer. In a media cluttered environment operating within the standard sizes and norms, we decided to derive at Media Mix strategic plans to target our audience. The vibrant colours of the creative helped us in getting noticed across cities. The exquisitely designed creative and flawless execution did exactly what it was meant to do - spread awareness & impact amongst TG. Thus building Brand recall."