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OMI builds outdoor presence for Zee TV’s ‘Sa Re Ga Ma Pa’, ‘Sangini’ in Delhi NCR
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Neha Nagpal   
Monday, 13 September 2010 09:00 (IST)
Twin campaigns on premium displaysNEW DELHI: Following a successful outdoor activity in Mumbai for the two shows – ‘Sa Re Ga Ma Pa’ and ‘Sanjog Se Bani Sangini’, Zee TV took the outdoor route for the two shows in the Delhi NCR, having vested the rollout duties with OMI, a division of Laqshya Media Pvt. Ltd. The Delhi NCR leg of the campaign began on August 12 for a week but has since been extended.

Akash ChawlaCommenting on the campaign, Akash Chawla, marketing head, Zee TV & Zee Cinema, said, “The campaign was executed to remind people about the two new shows. One is a music reality show which targets youngsters and the other a daily soap that is generally targeted at women audience.”

Premium backlit display deployed for the campaign He said that “there are very few differentiators to narrowcast our audience. So, to target youngsters for the musical show we bought media near and inside Metro stations, malls and Delhi University campus, and for the daily soap we are present near residential areas. There are no innovations done in the capital.”

Another backlit display bearing one of the campaign creatives On partnering with different outdoor agencies for the campaign in different cities, he said, “Most of the time we work with multiple outdoor agencies. The selection of an outdoor agency depends upon what kind of outdoor media we require at a given time. ”

Strategic deployment of 'Mini' mobile vans In executing the campaign, OMI used 130 media sites including billboards, public utilities, unipoles, bus shelters and mini mobile vans at high congregation points across Delhi NCR. The agency also created large presence inside key malls with drop-downs, and back-lit pole kiosks outside the malls.

Branding at malls to garner premium, youth oriented, captive eyeballs OMI covered major malls such as Ansal Plaza, Select City Walk and Ambiance in Gurgaon, Central, DLF Cybergreen, DT City Centre, Pacific Mall, Sahara Mall, MGF-Metropolitan, and Shipra in rest of Delhi NCR.

Atul ShrivastavaTalking about the campaign execution, Atul Shrivastava, senior VP – North & East, Laqshya Media, said, “Entertainment channels tend to take the outdoor route during the launch of their new shows to outshine each other. Keeping this in view, we had to intelligently conceptualise and plan the OOH visibility for the two shows to give the right mileage and value to the client. We therefore opted for a broad media mix to cover all segments of society.”

Umesh SinghUmesh Singh, Head-Planning (North), Laqshya Media, added: “Zee TV is a pioneer in the entertainment segment. OMI has always provided new solutions to meet their different requirements. Effective use of series branding at eye levels at high footfall locations ‘Sangini’ and ‘Sa Re Ga Ma Pa’ are two entirely different programmes and the placement was done very strategically to reach the right clientele.”

Premium bus shelters building reach for the campaign As the festival season approaches, the GEC segment is likely to strengthen its outdoor presence in the key cities and towns.






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