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Amalgamated Plantations forays into Kolkata with OOH

30, September, 2020

Aarti Pahwa, New Delhi

Amalgamated Plantations in partnership with Posterscope India has conceptualized and implemented a high visibility OOH campaign to announce its new launched ‘Majuli Mist, First Flush, Roasted Tea.
  • Billboard | Traditional Media #Elgin Road, Kolkata
    Media Price: Confirm pricing with media asset partner.
    Contact Person: Divya Pandit | Selvel Advertising Pvt. Ltd.
    Contact Details: +91 9990371192 | divya.selvel@gmail.com
  • Billboard | Traditional Media #Prince Anwar Shah Road, Kolkata
    Media Price: Confirm pricing with media asset partner.
    Contact Person: Subodh Rathour | VS Advertising
    Contact Details: 9874449292 | vsadvertising15@gmail.com
  • Billboard | Traditional Media #Lake Town, Kolkata
    Media Price: Confirm pricing with media asset partner.
    Contact Person: Anil | Advise Advertising
    Contact Details: 8584860740 | anil.advisemumbai@gmail.com

Introduction

Amalgamated Plantations Private Limited (APPL) recently launched 'Majuli Mist, First Flush, Roasted Tea', a premium offering under its mystical Majuli Mist brand. Crafted by master blenders to delight consumers, especially those with a 'Calcutta Connect', its lingering aroma and rich mouthfeel attempts to capture the many moods of Kolkata, its locked timelessness or unbound vibrancy, kaleidoscoping with every sip. And to approach the new-age generation, the brand utilised the OOH medium to create the brand awareness, grab eye balls and trigger a thought. The OOH campaign was rolled out on a massive scale in Kolkata, executed by Posterscope India.

Campaign Details

The significance of the campaign was to get the TG familiar to this newly launched product.  Though it was a simple task to go all out in the city and make a noise, the agency however keeping the budget in mind had to do it in the most organised way ensuring optimal visibility of the campaign and deriving results. Relevant pockets were identified using planning tools in the city and a plan was derived ensuring one will definitely be exposed to the brand communication once he visits that place. The OOH campaign shares the message: 'Chumukei Paan, Shohorer Praan' which translates to 'Taste Your City in Every Sip'. This campaign is the brand's first foray into OOH and they have invested one-third of their budget in the medium.

Key Quotes

Kaushik Das, Sr. Business Director, Posterscope India, said, "The objective was to reach out to tea enthusiasts through a highly visible campaign and also sustain the exposure effectively for four weeks. Using our proprietary tool 'OOHZONE' we identified PIN-code clusters to target the right locations and identified the sites that deliver the highest impact."

Fabian Cowan, Country Head, Posterscope India said, "Data suggests that mobility has increased significantly since unlock 4.0. This is an ideal time to invest in OOH as the clutter levels are low and hence a high impact can be achieved. The festive season too will bring about more opportunities to connect with audiences and hence now is the time to get back on the billboards."

Introduction to Posterscope India planning tool

Aligning with the objective of the brand, Posterscope has conceptualised the campaign using its proprietary tool 'OOHZONE', providing touch point centric and hyper localised planning to arrive at a right planning mix. The agency has used innovative solutions to identify PIN-code clusters to target the right locations and identify the sites that will deliver the highest valuable ROI.

Past Experience of Posterscope India

Tags :  Posterscope India Amalgamation Plantations Kaushik Das Fabian Cowan OOH

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