New Delhi: BIG Street, the OOH initiative of Reliance Broadcast Network Limited, has plastered the capital city with Micromax’s communication – the launch of their new mobile phone ‘A70’. The successful execution of this campaign just goes on to prove that when it comes to covering Delhi, BIG Street, with its attractive and strategically spread multi-platform inventory, is the undisputed leader.
Micromax Informatics Limited (“Micromax”), the third largest mobile brand in India, has set a new trend in the growing smartphone category by introducing A70, their latest android device with a 3.2” TFT HVGA capacitive touch screen, 3G, a host of apps and a dual camera for a better user experience. To take the launch communication to their consumers in Delhi, Micromax partnered with BIG Street on an extensive OOH plan.
The plan, created by the experienced media planners of BIG Street’s OOH Planning & Strategy team, utilized tactical display options on the Delhi Metro, Airport Metro, Street furniture, Digital Pods and the on-road civil structures like Pillar wraps, wall wraps, uni-poles, lift-tops, large formats etc.
Needless to say the campaign has been a big success with the market reporting a high recall of the product as the 10 day campaign grabbed an average of around 20 million eyeballs. The pillar wrap at Dhaula Kuan, Delhi University Unipole, wall wrap at the Shivaji Stadium Airport Metro Station, the giant 800 sq ft display panel at the Kashmere gate station etc, all gave scale to the campaign whereas the Metro panels, Information Display Panels across Akshardham-ITO- CWG Village stretch and the digital pods at MGF & DLF malls in NCR added frequency to the message.
Commenting on the campaign, Rabe Iyer, Executive Vice President, RBNL & Business Head BIG Street & BIG Live said, “We are very proud to have partnered with Micromax on their new mobile launch. This campaign has again reinforced the fact that BIG Street’s ability to touch consumers in Delhi is unmatched”