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Keen Publicity executes extensive outdoor campaign for the launch of 'Swabhumi'
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network2media Bureau   
Monday, 30 July 2012 09:00 (IST)

High impact KOLKATA: Kolkata based agency, Keen Publicity Pvt. Ltd., a part of the Kingsite Group has recently executed an extensive outdoor campaign for the launch of the Bengali newspaper, 'Swabhumi' which is a part of the Rice Group. The month long campaign has been executed in Kolkata and rest of West Bengal.


Straddling visibility The campaign is based on the launch of the newspaper and the Keen Publicity team has deployed a wide range of media mix such as, billboards, bridge-panels, kiosks, mobile vans etc.


Strategic placements Additionally, a range of below the line (BTL) activities, such as, free newspaper distribution, free branded umbrella distribution at various crowded areas like stations, bus terminuses, malls etc. has been undertaken to catch the attention of the target consumers. The main objective of this campaign has been to garner healthy number of eyeballs which would in turn get transformed into readers.


Wide spread presence The campaign has been executed in Kolkata and all over West Bengal. 260 billboards, 140 in Kolkata and 120 at other areas have been deployed for this campaign. 4 mobile vans are also plying across the city.


30 brand promoters have been engaged to promote the brand at ten locations every day. This activity will be continued for a month, however, the entire campaign will be visible for three months.


Arup ChowdhuryCommenting on the campaign, Arup Chowdhury, managing director, Keen Publicity Pvt. Ltd., said, “Before the launch of 'Swabhumi', Mr. Samit Ray was in touch with me for the planning and execution of the outdoor campaign. Our target is to give maximum visibility which would convert into readership for the newspaper. My team has put in a huge effort to create the artwork for the displays to highlight the newspaper’s value among the mass."


Maximixing exposure "In this campaign, we have used displays at strategic locations to catch maximum eyeballs. As we know, that it was tough to execute the entire campaign plan among other leading newspapers, however, my team has managed to perform a good job in executing the campaign", added Chowdhury.

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