NEW DELHI: Even as the television juggernaut moves on, creating in its wake a host of undifferentiated and ‘me too’ channels, Sri Adhikari Brothers Enterprise has sought to carve a niche in the competitive turf with its differently positioned ‘Mastiii’ music channel that, true its name, is all about fun and entertainment. To attract the attention of its target audience, largely in the Hindi-speaking belt, Sri Adhikari Brothers Enterprise has taken the outdoor route to drive home the USP of the new channel. For this, it has partnered with leading OOH specialist firm Milestone Brandcom.
Milestone Brandcom, still in its debut year, has already executed a host of highly innovative campaigns for TV shows that were reported by network2media in the recent months. So this engagement was very much up its street. Taking the brief for a seven-city presence with a focus on Mastiii’s brand promise of ‘Comedy aur Music ka Sabse Bada Dose’, Milestone Brandcom has deployed the campaign at vantage locations in Mumbai, Delhi, Indore, Lucknow, Ahmedabad, Pune and Jaipur.
The creatives, developed by Madison’s creative arm MC2, makes no bones about the fun element that the channel advocates, in contrast to the saas-bahu soaps that grab prime time on several general entertainment channels (GECs). Most of the billboards have leading comedian Raju Shrivastava promoting the Mastiii proposition of humour and music, while taking a dig at other GECs.
The campaign, spread over 15 days, is aimed at both brand building and brand differentiation. Speaking to network2media, Hitesh Nathani, associate vice president - marketing, Mastiii, said, “Mastiii as a concept is Mr Markand Adhikari's brainchild and we wanted to translate his vision and the channel's differentiated positioning in a fun manner.
We decided to go ahead with this concept. It highlights Mastiii as a fresh and exciting entertainment option with a sense of humour over the existing offerings on television.”
Milestone Brandcom has used a mix of large and small formats to create the maximum impact as well as work up the target reach and frequency. The OOH firm has thus used bus branding, gantries, street furniture, bus shelters, standees, banners, unipoles and large format billboards for the campaign.
Commenting on the campaign execution, Imtiyaz Vilatra, founder member & managing partner, Milestone Brandcom, said, “We made sure that there was minimum spillover of media while planning and executing the campaign. Hence, instead of bombarding the targeted cities with excessive media, we went ahead and executed the campaign with media at strategic locations.
Shoumitra Rai Choudhuri, national creative director, MC2, said that the core thought of the campaign was based on the unimaginative and repetitive content currently available on the Indian television and how Mastiii offers something fresh and entertaining.
“The idea was to poke fun in true Mastiii style at these overtly dramatic and ‘ghisa-pita’ shows on TV. Through the campaign, we have communicated Mastiii's irreverent attitude and have tried to position it as a maverick in the current entertainment clutter,” added Choudhuri.
It’s then ‘Mastiii’ all the way for TV viewers who have a keen interest in film music. The current campaign could induce other GECs to think up alternative and innovative brand positioning to break out of the general clutter.
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