NEW DELHI: In the midst of the preparations for its debut, Broadview Mediacom, the outdoor agency promoted by OOH veteran Gautam Chadha, got down to business with the execution of the outdoor campaign on behalf of sports equipment maker Yonex, the main sponsor of the Yonex Sunrise Badminton Asia Championship held at the Siri Fort Sports Complex in New Delhi during April 12-18.
Broadview Mediacom sought to build high interest among the people of Delhi in the premier badminton championship that drew the participation of some of the very best in the game. The campaign, which was rolled out on April 1, concluded with the event itself.
Gautam Chadha, managing director, Broadview Mediacom, explained that in executing the campaign, Broadview Mediacom “picked up large formats at strategic locations in the city”. “We planned a scaled approach to demonstrate the largeness of the tournament,” he added.
Hence, in order to build visibiliy, impact and registration for the campaign, Broadview Mediacom mainly used strategically located billboards and public utilities. The campaign creatives were simple, direct and aimed at building high levels of interest for this premium international sporting event.
Yonex has been the sponsor of this championship since 2006. Talking about this, Ben Yoneyama, president, Yonex Co. Ltd. said, “I am very pleased that this sponsorship has continued this year and I hope for the same for the years to come. He added that “since the Yonex Company was formed in 1946, we have aimed to produce the best quality products for our consumers to encourage them to enjoy playing sports.”
“With the Commonwealth Games scheduled to be held in New Delhi from 3rd to 14th October, the Yonex-Sunrise Badminton Asia 2010 also becomes a good preparation session and precursor to this prestigious event later this year,” said D K Seth, managing director, Sunrise & Co (Pte) Ltd, a sole distributor of Yonex products all across Asia. It also deals in distributorship of other brands like Mikasa.
The coming months are likely to see several more such international competitions in the capital city, paving way for similar outdoor campaigns as well.
Gautam Chadha launches OOH specialist agency Broadview Mediacom