Aarti Pahwa, New Delhi
Homes in South India tell a story of tradition, beauty and magnificence, clearly the most important asset for people of South and to keep it beautiful they need the best. Vagaries of weather in South expose the houses to two of the biggest problems in Exterior that is Villal (crack) and Paayal (algae). The Unique fibre infused technology in Asian Paint's Ultima Protek provides complete protection against cracks and algae along with 10 years of warranty.
Keeping the objective at the core, Asian Paints has launched a new outdoor campaign to clearly establish Ultima Protek as the Gold standard of Exterior Emulsion. Executed by MOMS, the campaign is being carried across South India with the primary objective of creating awareness, create recall factor and establish product individuality.
A high decibel campaign was rolled Using an amalgamation of transit, ambient and traditional formats. Each media format was selected to play a unique role in meeting the objective of the campaign substantiating the strategic approach. For instance, proximity to transit points & market areas were the mainstay in media mix. Cab Branding was chosen to build reach and frequency for the campaign wherein corridor branding created a surround visibility further straddling with bus shelters. Key malls were identified to generate the desired impact.
Commenting on the campaign, Jayesh Yagnik, COO, MOMS, said, "Consumer is always at the core of all our Campaign plans and Asian Paints Ultima Campaign has been planned in a similar fashion. We have displayed exceptional planning expertise and efficiency in identifying, selecting and evaluating the OOH Media formats to achieve the campaign objectives as well as ensure TG connect with the core brand communication."
The agency used its in-house tool Madison Vicinity view and planners' expertise to arrive at the apt TG touch points that will help propagate the brand's message. Impactful media in key cities were analyzed by the Media planners to arrive at the best bet that could make its way to the targeted Asian Paints plan.