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Bright Outdoor executes Provogue's 'Be the Change' campaign in Mumbai, 11 other cities
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Jayant Mishra   
Friday, 18 December 2009 08:00 (IST)
A tower used to give 'Larger than life' imagery MUMBAI: Premium apparel brand 'Provogue' is gearing up for the New Year with its annual brand reinforcement campaign. The OOH campaign with the brand message 'Be the Change' is being executed by Bright Outdoor Media.

The campaign follows the brand's renewed approach to the market, having made celebrity actor Hrithik Roshan its brand ambassador in October. Actor Saif Ali Khan was the Provogue brand ambassador earlier.

A front-lit gantry pronouncing the brand credo - 'Be The Change' Commenting on the new campaign, Aarti Poddar, GM- marketing, Provogue, said, it's an annual brand awareness campaign that is designed keeping in mind the various changes - a new brand ambassador and a new season. "Be the change is the underlined philosophy of this campaign," she said.

When asked if the campaign is linked with Provogue's store expansion plan, Poddar said, "We are present in 67 cities and our expansion plans are on the fast track, though last year due to the slowdown we had to cut back a bit."

Sudesh paulThe campaign that started on December 10 is being carried out in 12 cities including Mumbai. Speaking about the campaign execution, Sudesh Paul, manager - business development, Bright Outdoor Media, said, "Apart from Mumbai, this campaign is being carried in 11 cities, namely Delhi, Indore, Jaipur, Kanpur, Varanasi, Raipur, Surat, Hyderabad, Kolkata, Nagpur and Lucknow. The campaign will be running for a period of one year in Mumbai. For the other cities, the duration will be 15-30 days."

An eye-level large format display attracting commuters The campaign sites were identified keeping in view the high-end customers who reside in particular locations. Hoardings in the vicinity of market areas were put up for brand publicity. Bright has put up 50-60 sites in Mumbai and a total of 86 sites in other 11 cities, which were purchased from various vendors.

Another campaign display-This time an Unipole Viral Gohil, senior marketing executive, Bright Outdoor Media, said, "We have used unipoles, public utilities, wall panels, billboards, hoardings, gantries, backlit kiosks and towers for this campaign."

The "Be the Change" campaign is also visible on bus shelters and shopping malls, for which Provogue has entered into direct tie-ups with the vendors.

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