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MOMS builds nationwide 'OOH' audience for DLF IPL 5 telecast on MAX
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network2media Bureau   
Thursday, 12 April 2012 09:00 (IST)
Sneak peek of the innovationsNEW DELHI: Max has recently embarked on a highly innovative, high impact, high intensity, extensive outdoor campaign to promote the telecast of the mega cricketing event - DLF IPL 5 on its channel. The campaign duties have been vested with MOMS, an OOH arm of Madison World. The campaign bearing the tagline - 'Aisa Mauka Aur Kahan Milega' has covered 78 markets including metros and mini metros.

Straddling visibility IPL is known for the opportunity it has given everyone, may that be the franchise or the small town player who got a chance to play with Sachin, or a grandmother who finally found some content on television which can be viewed with her grandson or an opportunity for a family to bond together etc. and this year, the campaign concept was based on this theme with the tag line "Aisa Mauka aur kahan milega"

Building reach IPL being the biggest cricketing spectacle on Indian television that has Max as its official broadcaster, the target audience for this property is mass. Hence, the objective was to be create a 'bang' in the OOH domain and to execute a high decibel campaign with presence in every important corner of the target cities.
Maximising impact While the innovations have been executed in Mumbai and Delhi and in the airports of Delhi (T3), Mumbai, Chennai and Bengaluru, the campaign has covered 78 cities. Important junctions and high traffic areas were covered in all the towns. There were frequent hits on main arterial routes creating the desired impact. In Mumbai there were also bus shelters and bus panels taken in high numbers to create frequency and for the presence in the by-lanes in order to cater to the residential areas.

High exposure In smaller towns, media were tactically selected in high congregation points near railway stations, bus stands, markets places etc. Every possible route was covered in all the target markets to create the necessary hype and awareness for the most awaited television property of the year.

Another large format Apart from key areas, media was also deployed near airports, stadiums etc.

A broad media mix has been used to create the maximum impact. In metros, all landmark sites, specially large format hoardings have been deployed. Apart from hoardings, media like metro station signages, unipoles, utilities, BQS, gantries, mega clusters, FOBs, bridge panels, glass façades, pillar branding, bus panels etc. have also been used.
Aapki seat reserved hai! A series of high impact innovations has formed a critical part of this campaign. In Mumbai, a jam packed bus on a hoarding was created with real people sitting on it during the peak traffic hours. The idea was to showcase the countdown of IPL with the theme communication, 'Aapki seat reserved hai', which eventually transformed into the daily match schedule.

Check this out

Feeling of 'Live' Similar innovation was done on the mobile van with live cheer leaders. There was a live event on the day when IPL started with confetti blast and fire crackers during the peak traffic hours on the mobile van. The entire event was covered live on facebook.

Cheer leading live

BQS or a living room! In Delhi, a real sofa with a big photo frame was created on the bus shelter. The concept was to create a perfect family picture. A cutout of the photographer with flash lights at regular intervals was also placed on the shelter.

Innovation at key locations

Sofas with the countdown timers were placed at the arrivals in airports at Delhi (T3), Mumbai, Chennai and Bengaluru.

'Tashreef Ka Tokda' There was a tie-up with multiplexes in Delhi and Mumbai, through which, the MAX IPL TVC was played at these malls. Additionally, in order to draw a connection to the TVC, various elements from the TVC such as, the commodes, hay stacks, large paint buckets, paper stacks were placed at strategic places in the multiplexes and malls with the communication 'Tashreef ka tokra jama ke rakhiye'.
Gaurav SethTalking about the importance of outdoor advertising in their overall media mix, Gaurav Seth, senior VP - marketing - Max, said, "Outdoor presence traditionally plays a big role in our marketing mix for the IPL. The various formats of outdoor media that we utilise in our campaign range from large impact billboards to smaller format frequency building hoardings. In addition, the entire range of street furniture available to create a robust presence Out-of-Home is also included in the plan.
Commenting on the brief given to the agency and the campaign objective, Seth stated, "Our brief this year to MOMS was simple. Take the central thought of our campaign 'Aisa Mauka Aur Kahan Milega', and manifest it pan India in the outdoor medium. Right from the creative planning to the innovations chosen and executed, MOMS has been partnering us on this effort. I must say they have done a commendable job in building the requisite salience and impact for the overall campaign."
Dipankar SanyalDipankar Sanyal, COO, MOMS, said, "It was a once-in-a-lifetime kind of opportunity to be associated with one the most followed cricketing extravaganza being beamed across the nation by Max. The whole campaign had an essence of omnipresence with clutter breaking innovations which would take the audience by surprise by the subtlety of its presence in malls and multiplexes. The effect was doubled by the larger-than-life buses being installed with real people inside."
In conclusion, Sanyal said, "This campaign was like a perfect marriage of the client's (Max) desire for bringing the campaign alive and the agency's ability to think beyond the usual to bring the desires into action."

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