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OMI mounts innovative outdoor campaign for LG 3D Cinema Smart TV
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network2media Bureau   
Tuesday, 03 July 2012 09:00 (IST)
Premium campaign NEW DELHI: OMI (A division of Laqshya Media) has recently partnered LG Ad India to execute an impactful and innovative outdoor campaign to promote the LG 3D Cinema Smart TV from LG Electronics. The campaign has been executed in 9 cities including metros.

High impact LG Electronics has introduced its 3D Cinema Smart TV in the Indian market. The company has pioneered in offering innovative products to the Indian consumers. 3D Cinema Smart TV is another such product, and its campaign in the OOH domain necessitated innovation and impact.

Composite branding presence The OOH campaign was executed in 9 metros and its objective was to communicate the superiority of the brand. While the OOH units were carefully selected to create impact, Delhi’s DND, the high traffic route was innovatively dressed up. The branding spaces on the toll plaza were explored; many of these were used for the first time for any branding. To supplement this branding, a special zone was created just ahead of the toll plaza. The entire printing was done on ‘retro reflective’ material for “cannot miss” impact.

Rishi TandanRishi Tandon, marketing head – home entertainment, LG Electronics India, summed up the campaign and innovation, stating, “At the outset of planning the OOH campaign for the launch of our new Cinema 3D Smart TV, we were clear that the focus will be only high impact and innovative OOH properties. The DND toll branding is a translation of that brief, and you will see many more such innovations across India in the coming months.”

Raj MohantyOMI has partnered LG Ad to execute the campaign. Raj Mohanty, GM OOH and BTL India, LG Ad India, commented, “This is the first campaign executed under the newly formed partnership with OMI. The objective was to offer, creativity and flawless execution of the campaign for the client, which has been achieved here.”

Atul SrivastavaAtul Srivastava, COO, OMI, said “LG is one of the most respected brand names in the country as well as in the international markets. Therefore, it is always very challenging to plan things for them – whether OOH campaign or an innovation within that. The sites utilised in the campaign are best of the lot, yet an innovation on these would have been “Me Too” like other regular brands. Therefore, the servicing team and the creative department worked overtime and the idea of setting up this presentation “with perfection” was recommended to the client, which they instantly approved. We are ready with a series of innovations for this campaign, which will be executed at regular interval.”

High visibility placement OMI offers OOH services to clients such as, Maruti, Bausch+Lomb, Anchor by Panasonic, Cavinkare, UTI, Nissan, Shoppers Stop, Jaguar Land Rover, Monte Carlo and Renault etc.
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