Home News DDB MudraMax creates 'surround' outdoor presence for TATA Housing's 'Shubh Griha'

Newsletter Subscription


Is the fragmented Indian outdoor advertising industry ready for accurate online listing initiatives?

Archive News

DDB MudraMax creates 'surround' outdoor presence for TATA Housing's 'Shubh Griha'
SocialTwist Tell-a-Friend Print E-mail
Font Size Larger Font Smaller Font
network2media Bureau   
Monday, 26 March 2012 09:00 (IST)

Large formats deployed MUMBAI: In order to announce the launch of 'Shubh Griha'- the iconic, value-housing brand and a joint initiative of TATA Housing and Arvind Real Estate, the company recently embarked on a multi-pronged OOH campaign and on-ground activity in the city of Ahmedabad. The campaign execution duties were vested with DDB MudraMax.

LED screens used TATA Housing Development Co. Ltd., one of India's fastest growing pan-India real estate developer with presence across the consumer pyramid wanted to announce the company's foray into the Gujarat market with the launch of 'Shubh Griha' - TATA Housing's iconic value-housing pan-India brand in Ahmedabad.

A gantry - Straddling visibility The project is jointly developed with Arvind Real Estate, under the banner of Arvind and Smart Value Home LLP, a special purpose vehicle (SPV) created to develop a mega integrated sustainable green township, spread across 135 acres.

Danglers inside IDBI bank branches 'Shubh Griha' being a project under the affordable housing segment, the target audience is low and medium income consumer segments. In order to cater to these audiences and have presence at key locations in Ahmedabad, billboards were deployed at Maninagar, Nehru Nagar, Law Garden, SG highway and CG road. To cover approach roads towards the township, outdoor touch points were created at Ognaj and Science City circle and a gantry was also taken at Ahmedabad entrance from Kalol to target people entering Ahmedabad. The campaign also had presence at Gandhi Bridge which connects old Ahmedabad to new Ahmedabad.

Gate branding at IDBI bank branches In addition to conventional outdoor presence at strategic locations, gate branding at IDBI bank branches were installed where application forms were sold, standees communicating application process were placed along with 'Shubh Griha' logo shaped danglers at these branches.

Solus display A typical folk drama of Gujarat called 'Bhavai' was enacted at two locations on the streets of Ahmedabad which communicated TATA Housing's foray in Ahmedabad market with affordable homes and gave away information regarding the 'Shubh Griha' project. This activity attracted crowds in large numbers, promoters were then used to disburse information and give away leaflets to the audience.

Experience the 'Bhavai'

The activity around Holi Since the Holi festival was falling in between the campaign period, the client wanted to wish all Ahmedavadis a 'Happy Holi' in an innovative and engaging fashion. Hence, a couple of sites were selected from the existing outdoor campaign and a flex change was carried out overnight just before Holi. In order to engage people, these hoardings had 'Happy Holi' written with balloons filled with colours and people were asked to burst these balloons from below. Many people passing by the hoardings participated in this engaging activity and spread the joy of celebrating Holi.

Get a feel of the holi activity

Direction markers used Since the township is located on the outskirts of Ahmedabad, around 80 site direction markers were installed on all approaching roads in order to guide the customers.

Huge fence branding To create branding presence at the project site, fence branding extending to a length of 1200 running feet was installed. Double sided fence branding were installed on the boundaries of the project, on the front side, corrugated sheet with acrylic channel letters of the brand logo were installed at regular intervals.

The shamiana encouraging interaction In order to address customers walking in at the site, a Shamiana was erected, where, project related branded standees were placed along with few easel wood standees to display floor plans. Promoters were also deployed to engage the walk-in customers and share project related details.

The TATA Ace activity To cover industrial areas within close proximity of the township, a 'Shubh Griha' branded TATA Ace was used to cover areas like Kalol and Chhatral GIDC along with promoters, who distributed leaflets and disbursed information to people who approached the vehicle.

Creating engagement at Big Bazaar outlets Leaflet distribution activity was also carried out at 3 Big Bazaar outlets in Ahmedabad on a weekend where it attracts maximum footfalls. These leaflets were distributed at cash counters along with bills.

Rajeeb DashCommenting on the initiative, Rajeeb Dash, head of marketing, TATA Housing Development Company, said, "The project is primarily targeted at low and middle income groups at the bottom of the pyramid, the challenge was to reach this target audience within a limited time period using a cohesive 360 degree campaign. The innovative outdoor campaign along with on-ground activation helped us immensely to achieve our objective that too in a very limited time frame. We were also successful in executing innovative ideas, never experimented by a real estate company in Gujarat before."

Arun RoghaArun Rogha, group account director, DDB MudraMax, said, "We launched a teaser campaign for the brand during Uttarayan with included cut outs of colourful kites and a kid flying a kite. It was a tough task this time, as the benchmark set by the successful campaign was pretty high."

Conventional outdoor displays used "Another challenging task was to create awareness of the launch and generate interest for the project. A strategic outdoor campaign supported by on-ground activities helped us to spread awareness for the project and generate sufficient buzz to meet the client's objective", Rogha concluded.

Also read:

DDB MudraMax creates high impact outdoor presence for TATA Housing's 'Amantra'
Mudra Max makes the 'Unbelievable' snowfall possible in Chennai for Apollo Munich
Mudra Max-OOH delivers 'Crunchy' outdoor campaign for Titan Accessories
Mudra Max-OOH delivers an innovative and powerful outdoor message for Hindustan Times' 'No TV Day'
Mudra Max-OOH builds grand outdoor stage for Federal Bank
Mudra Max and Volkswagen go 360 degree on OOH platform for 'Think Blue'
Mudra Max-OOH adds festive fervor to Hindustan Times' celebrations of New Delhi's 100th birthday
Mudra Max-OOH creates high impact visibility for the Hindustan Times Leadership Summit
BIG Street and Mudra Max create the largest Out-of-Home display in Delhi for Reebok
Volkswagen and Mudra Max help increase awareness on a cleaner environment
Volkswagen and Mudra Max make hoardings go dark during 'Earth Hour'
Mudra Max–OOH creates high impact, premium, omnipresent visibility for IndiaFirst Life Insurance
Primesite creates larger-than-life innovation to launch Spice Mobile's Transformer Series phones
StreetSmart delivers a 'hattrick' of outdoor innovations to promote 'Avatar' on STAR Movies
Mudra Max-OOH amplifies the value of 2 paisa through 'coin' innovation for Uninor
StreetSmart builds strong OOH 'Foothold' for Channel [V]'s new dance reality show 'Footloose'
Mudra Max creates 'Grand' OOH landscape to launch 'Wave City'
StreetSmart puts James Bond 'Live' on billboards for STAR Movies
Mudra Max and BIG Street deliver 'Game Changer' for Pepsi: Wraps Delhi Metro Train on premium Airport Express Line
StreetSmart executes startling innovations for STAR Movies HD at the Bangalore Marathon
Mudra Max splashes M'cons Dairy branding all over BQS in Mumbai
StreetSmart eggs on Videocon Mobile 'Zero' plan with innovative outdoor campaign
Primesite brings Mumbaikers to the streets on HT's 'No TV Day'

StreetSmart builds looming presence for Disney XD's 'Spider-Man Live'
StreetSmart builds high frequency for Videocon's GSM service in Punjab, Haryana
Mudra Max sets OOH route for Standard Chartered Marathon in Mumbai

StreetSmart all set to strengthen SABMiller's brand Haywards 5000
Mudra Max innovates to showcase Birla Sun Life's 'Children's Future Solutions'
StreetSmart helps SABMiller find passion in a bottle for 'Indus Pride'
Mudra Max builds looming presence for 'grt 2b 25' Kotak Mahindra Bank
StreetSmart bags OOH accounts of Sab Miller & ITC Personal Car


Show/Hide Comment form
Pioneer Publicity
US Adcom