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StreetSmart all set to strengthen SABMiller’s brand Haywards 5000
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Swapna Rahul Shah   
Thursday, 24 September 2009 07:00 (IST)
MUMBAI: SABMiller India has taken the out-of-home route to create awareness and strengthen its brand Haywards 5000 in Rajasthan. StreetSmart, the second agency from the Mudra Group, has executed the month-long campaign across seven towns in Rajasthan, using about 100 outdoor media sites comprising large format hoardings, gantries, backlit towers, unipoles, etc.

Haywards 5000 The town and cities include Jaipur, Jodhpur, Udaipur and Bikaner.

The outdoor creative with the punch-line ‘Yaaro Ka Tashan’ in the regional language has been created by O&M.

Mandeep MalhotraSpeaking on the brief and the objective of the campaign, Mandeep Malhotra, senior vice-president, said, “The brief was to create a larger-than-life impact, to create more awareness and strengthen Haywards 5000 in the market. They wanted to cover entire Rajasthan for the campaign. So keeping the brief in the mind, we had to choose outdoor media very strategically so that the brand can grab the desired eyeballs and create the desired impact. That’s why you will see the outdoor formats which are being used for the campaign are mostly large format.”

SABMiller intends to take this campaign to other states as well.

StreetSmart was set up to provide a new age interactive edge to the outdoor space by the Mudra Group. Primesite is the older OOH agency.

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