NEW DELHI: In order to promote its new identity and fresh positioning - 'Rest Less', Bindass, the 360 degree entertainment brand for the Indian youth recently embarked on an high decibel, multi faceted outdoor campaign. The three week campaign started mid April and has been executed in Mumbai, Delhi, Bengaluru, Kolkata, Pune and Goa. Taproot has handled the creative aspects of the campaign and the outdoor execution duties have been vested with Alakh Advertising and Publicity.
The objective of the campaign was mainly to inform people about the fresh positioning of the brand and highlight the new brand motto - 'Rest Less'. The brief to the agency was to create a big splash and high impact to ensure maximum exposure to the repositioning message.
In order to maximise deliverables against campaign objectives, the agency used a wide variety of outdoor media formats. Large formats like hoardings, building wraps, mobile vans etc. were used for impact and smaller formats such as BQS, cantilevers, kiosks etc. were used to build frequency. The idea was to create zones, be impactful and high on visibility. To make sure that the 'Bindass Restless' message is seen by people whenever they are out of home whether for work or for fun.
There were many creatives to play with. The challenge was to make the branding visible through all the vibrant creatives. Different creatives were used on different media formats at a single location to make the communication more effective. A 'road block' was created by talking all set of 8 hoardings on Bandra Turner Road junction.
Jut-outs and neons of various creatives were made and installed at high traffic locations like Mahim Causeway, where, a 20ft cut-out of a girl was installed on a mobile van.
Similarly a jut out of a sky diving man was placed at a gantry at Mahim Causeway.
A man on roller skates seemed to be skating on the billboard towards the road on WEH. This was created by making a cut-out of the man on the hoarding.
For the 'See More' creative, LED lights were used to high light the whole look and the displays look amazing at night on Kherwadi Junction at WEH in Mumbai and at ITO in Delhi.
Talking about the importance of OOH in their overall media mix, Kunal Mukherjee, director marketing, UTV and Bindass Networks, said, "OOH is one of the most important mediums in the overall media mix in addition to online. It is a clutter breaking medium that helps garner eyeballs.
Commenting on the objectives of this specific campaign, Mukherjee stated, "The objective was mainly to inform people and generate buzz around the new brand campaign of Bindass. The fresh positioning is reflected in the new motto of the brand – 'Rest Less' - There are those who rest less and then there are the rest. The OOH campaign depicts this 'Rest Less Do More' attitude via funky creatives that were plastered across 6 cities.
Satisfied with the campaign response, Mukherjee added, "We have received very good feedback from our trade patrons and consumers alike. The campaign has been well appreciated by all."
In conclusion, Sharing her thoughts on the campaign, Geetika Gulati, CEO, Alakh Advertising and Publicity, stated, "We tried to bring the 'Rest less and Do more' positioning of the channel on the OOH canvas. The creatives depicting restless youth of today doing activities like skydiving, roller skating, dancing etc. were made to 'come alive' across the cities with innovative cut-outs, jut-outs and led lights. The cities were plastered with different creatives of Bindass, making the channel's fresh positioning loud and clear"
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