Introduction

As part of its rebranding exercise, Dollar Industries Limited recently unveiled its new corporate brand identity 'Wear the Change'. The new identity showcasing a knitted and overlapping D highlights the brand's identity and the knitting industry. The rebranding step has been taken to reorganise the brand architecture altogether making the brand visibility more precise and clearer.

Campaign Details

Following the digital, the communication strategy has also been taken to the OOH medium for a 21 day-long duration with an aim to further enhance the brand positioning and support the digital media through outdoor displays. The OOH campaign 'Wear the Change', is running across 800 plus sites in 200 cities/towns of India.

In association with Platinum Outdoor, the brand strategically planned the media deployment for the campaign. The attention-grabbing units that were adorned with brand ambassador Akshay Kumar demanded 100% visibility and the agency chose all main junctions of cities, key arterial roads, main markets, bus stands, railway stations, entry and exit of cities to highlight the brand revamp communication and increase brand appeal among consumers.

 For the campaign, premium impact media like billboards, gantry, unipole and utility were shortlisted to create top of the mind awareness of the new Dollar logo, which triggered discussion amongst consumers. These assets were strategically identified and selected, considering on road mobility post lockdown.

Key Quotes

Sharing his thoughts about the OOH campaign, Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, commented, "Due to the Covid-19 pandemic transits/movements were restricted, and we focused on digital and social media platforms. However, with the lockdown restrictions easing out across various states, we have utmost confidence that OOH media will effectively contribute to our communication campaign. OOH has amazing traction across traffic junctions, market places and transit venues like airports and railway stations."

He further added, "We have recently undergone a brand architecture change and it is imperative to communicate the change to our consumers and stakeholders. With the workplaces resuming operations, people will spend a lot of time on-the-go. Therefore, we firmly believe that outdoor media has immense potential and is here to co-exist alongside new age mediums."

Speaking about the association with Dollar Industries Limited, Dipankar Sanyal, CEO, Platinum Outdoor said, "We have been associated with Dollar Industries for over a decade. We feel proud to be part of the change in Dollar's brand identity. Dollar has always been a believer in the power of out of home and they pursued this campaign with the same belief and rigor. Dollar's campaign has set the comeback sign for the outdoor industry which was badly affected due to the lockdown."

Past campaigns of Platinum Outdoor