Percept OOH, a division of Percept Limited, has branded the entire area around Ahmedabad’s Kankaria Lake for Max New York Life. The campaign which carries the punch line ‘Karo Zyada ka Irada’ is a three-month campaign that was executed in July and will run till September.
Speaking on the brief and objective of the campaign, Sanjay Pareek, president, Percept OOH, said, “We keep exploring opportunities for these kinds of branding spaces across the country for the client from time to time. For Ahmedabad, Kankaria Lake was an apt destination with huge footfalls both from locals and tourists. The objective of the branding activity was to create more awareness about the brand in a leisure environment.”
For the campaign, various high visibility points like boats, kiosks, table and chairs, gates, food-stall walls, the canteen, were used to display Max New York Life ads.
Speaking on the impact, Pareek said, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not just one billboard but the entire Kankaria Lake area. Wherever the TG roams around this area, he or she is definitely going to be exposed to the brand more than once.”
Speaking on the impact the campaign will have, Pareek added, “The campaign will definitely have an impact on our target group because we are talking to them when they are at leisure and where they are not interrupted by any other content. The branding is not on just one billboard but the entire Kankaria Lake area. So, wherever the TG is within the Kankaria Lake premises, he or she is definitely going to be exposed to the brand more than once.”
Anisha Motwani, senior VP, marketing, products & corporate affairs – strategic projects, Max New York Life, said, “The strategy was fairly simple. We were looking at high footfall places where families visit and we were looking at doing something from a long-term perspective than a short-term one. So, instead of using conventional outdoor, we said let us use places where families visit with their children as these kinds of places are fun places where people spend a lot of time. It was a strategy of actually being omnipresent and owning the place comprehensively instead of just buying periodic outdoor sites in the city. So, you would be in a concentrated high footfall area and in an area where TG spend a lot of their time.”