National Stories

Santoor targets 150+ major towns for its massive OOH Campaign

09, September, 2022

Aarti Pahwa, New Delhi

Executed by Laqshya Media, the OOH campaign has been carried out in approx. 150 towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Orissa, Gujarat, and Tamil Nadu and over 750 sites.

Introduction

Haldi aur chandan ke gun samaye santoor...twacha kuch aur nikhare santoor santoor...." who doesn't remember humming to this jingle every time it played on our TV or radio. In a world awash with brand transformations to appeal to millennials and GenZers, it is almost odd to find a brand staying with a 35-year-old storyline. While the faces and styles in Wipro owned brand Santoor's advertising have changed over the years, the brand has stuck to its storyline of an Indian mom who defies the ravages of time.

Campaign Details

Santoor mapped out a comprehensive outdoor campaign to attain a larger outreach.  The brand along with its agency Laqshya Media has targeted visual branding using OOH, transit, and ambient mediums. Santoor's first of this scale multilingual (Hindi, Tamil, Oriya, and Gujarati) OOH campaign is aimed to uplevel the brand's reach among the masses at the grassroots level to improve the brand's footprint nationally.

 The campaign is strategically designed & executed to reach out to Santoor's target audience most effectively in all the targeted markets. This 60-day-long campaign comprises 750 high-impact OOH sites, including Billboards, Unipoles, and other strategic, impactful mediums placed at strategic touch points in approx. 150 towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Orissa, Gujarat, and Tamil Nadu.

Key Quotes

Prasanna Rai, CMO and Head of Ecommerce Business, Wipro Consumer Care and Lightning, said, "As part of the growth strategy on Santoor, we are looking at delivering a tactical brand message on-ground, at scale, in sub 5 lakh population towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Orissa, Gujarat, and Tamil Nadu. In Laqshya, we found a partner who could seamlessly plan, source, execute and monitor our largest ever outdoor campaign in close to 150 towns across these states quickly."

Amarjeet Hudda, COO of Laqshya Solutions, said, "It's always our goal at Laqshya Media Group to build long-term relationships with brands who are just as passionate as we are. We're so glad that Santoor is one of those brands, and we're honored to empower them by delivering dynamic and the best-in-class and most effective and innovative Out of Home solutions is what we're all about."

Past Experience of Laqshya Media

Tags :  Laqshya Media Wipro Santoor OOH Prasanna Rai Amarjeet Hudda

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