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Milestone Brandcom builds 'Deep Rooted' outdoor presence for 'Fall Repair 3X' range from L'Oréal Paris
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network2media Bureau   
Monday, 28 May 2012 09:00 (IST)
Premium campaign MUMBAI: Milestone Brandcom, one of the leading and fastest growing integrated Out-of-Home brand comunications agencies has created dominating outdoor presence for L'Oréal Paris's 'Fall Repair 3X' range of hair care products. The two week long campaign has been executed in Mumbai, Delhi, Bengaluru, Hyderabad, Pune, Kolkata and Ahmedabad.  

Dominating presence L'Oréal 'Fall repair 3X' is a new range launched by L'Oréal Paris that reduces hair fall caused due to breakage by 90 percent. Its unique formula is enriched with Arginine, which energises hair roots to help repair hair from root to tip. The triple anti hairfall action nourishes hair root, restructures hair fibre and makes hair stronger. India was the first market in Asia to witness the launch of this product as hair fall is a prime concern of Indian women across all age groups.
Compsite presence The campaign objective was to highlight that the triple benefits of L'Oréal Paris’s 'Fall Repair' shampoo with emphasis on its action on the hair roots. The campaign targeted women who face problems of hair fall, between the age group of 25 and 45, and therefore, young and vivacious Sonam Kapoor was aptly chosen as the brand ambassador for this revolutionary new launch.

Repeat visibility in a series The media mandate to Milestone Brandcom was to launch the brand amongst the vast consumer segment with a big bang by capitalising on the beautiful brand visuals and a single minded message 'Hairfall, Get to the root of it'. In view of these objectives, an all pervasive OOH media plan was devised to tactfully target the TG – mainly women by following their movement within a city – along arterial roads, key junction’s, transit and congregation points right up to the last mile of purchase.

Building reach Custom shaped pole kiosks were used to drive salience and provide continuous presence in key stretches, arterial routes and high traffic junctions across the city, building maximum frequency and TOM awareness. The ordinary rectangular kiosks were converted into the shape of the L'Oréal bottles, thereby assuring dominance in select target areas. The creatively cut kiosks and vibrant layouts looked strikingly attractive during day and night.

Key placement To further dominate the city streets of Mumbai, L'Oréal Paris zones were created at various key junctions across the city (Worli Naka, Cadell Road and Juhu). All the media billboards, bus shelters and kiosks at these traffic junctions were taken up to display L'Oréal Paris’s new launch thus ensuring a unique and premium positioning befitting the brand.

Pankaj SharmaPankaj Sharma, group product manager, L'Oréal Paris complimented Milestone Brandcom on their execution abilities and said that he looked forward to working with them again. Sharma said, “The OOH campaign was well planned and executed. Milestone Brandcom leveraged the creative very well and created a great impact. Our first consumers of 'Fall Repair' do recall the message from the outdoor campaign. It was a flawless execution and gave us a good mileage at the time of IPL hype.”

Imtiyaz VilatraImtiyaz Vilatra, founder member and managing partner, Milestone Brandcom, said, "The media mix was an assortment of large format billboards and gantries to create impact, bus shelters to build reach and frequency, pole kiosks to drive saliency and mall media and female security panels to influence point of purchase."
High impact large format media "The bright and bold colors of the creative, Sonam’s captivating visuals and the right media mix helped create top of mind recall. The campaign was executed across 7 cities at about 520 total touch points", added Vilatra.


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