NEW DELHI: MTV has drawn up a major OOH advertising plan for its new music-based reality show, ‘Rock On’. The music and entertainment channel will launch the campaign phase-wise, first in Kolkata, Bangalore, Delhi and Mumbai, where auditions for the show will take place, to be followed later by a nationwide campaign.
Ashish Patil, GM and senior VP – creative & content, MTV India, said, “The out-of-home campaign will be launched strategically. The first phase of the campaign will be launched in Delhi, Mumbai, Kolkata and Bangalore, a day before the auditions. And then in August, we will launch a national outdoor campaign spanning across 10 cities including the four metros, before the show is telecast.”
An entire range of OOH formats from hoardings to bus shelters will be used for the campaign.
Patil explained, “Apart from using the traditional outdoor media to promote the show, we will also launch a lot of innovative campaigns along with our partners like KurKure Desi Beats from FritoLay.”
The channel has also partnered with multiplexes like PVR, where it will take up branding and activation. Patil said, “A lot of branding exercise will be taken up inside PVR. Even the popcorn bags will be branded with ‘Rock On’ logos and images.”
The creatives, conceptualization, media planning and buying are being done entirely by MTV’s in-house teams.
According to Patil, OOH advertising leaves a big imprint on the minds of audiences, “If one want to make an impact on the mind of a consumer, then outdoor is the best medium, as an audience spends maximum time out of home.”