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MOMS draws a million eyes for Maaza at Puri 'Rath Yatra' |
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Onkar Pandey
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Wednesday, 28 July 2010 09:00 (IST) |
NEW DELHI: Festive occasions are increasingly turning into major brand promotion opportunities. Coca-Cola India is a prime mover in this, having run extensive campaigns over the years that are associated with popular festivals like Diwali. Interestingly, the festivity-linked outdoor campaigns are also being given a strong semi-urban and rural tilt. The Coca-Cola outdoor campaign in the holy city of Puri in Orissa illustrates this.
The cola major partnered MOMS, the OOH specialist arm of Madison World, to create an outdoor campaign for its Maaza brand during the famous Puri 'Rath Yatra' held in the religious city. The campaign was targeted at the huge multitude of pilgrims and visitors to the city. Over a million people witnessed the famous chariot pulling of Lord Jagannath, Lord Balabhadra and Goddess Subhadra.
Commenting on the Maaza campaign, a Coca-Cola India spokesperson told network2media that "MOMS was briefed on identifying and executing hoardings/ billboards that were part of the 360 degree campaign for Maaza during the 10-day Rath Yatra festival. We focused on sites that would help build the overall impact on consumers and the Maaza campaign was specifically designed for the Rath Yatra."
MOMS mainly used large formats hoardings and billboards including those near the Math, the temple at Puri and the Gundicha temple, for maximum coverage of the huge congregations. The campaign resonated with the new approach of Coca-Cola India and other leading beverage firms to tap into the latent potential of the Tier 2 & 3 cities and the rural hinterland.
 Dipankar Sanyal, COO - north & east, MOMS, has alluded to this trend in his discussions with network2media on beverage campaigns. He felt that the youth segment in the smaller cities and towns are being seen as an important target group for beverages.
The Maaza campaign in Puri is evidently an offshoot of this new thinking. The coming months are likely to see a host of similar campaigns as the festive season sets in.
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