NEW DELHI: Coca-Cola has right through attributed the fun element to its iconic orange drink ‘Fanta’, which is writ large in its creatives for different media formats including the outdoors. Brand ambassador Genelia D’souza lends more than a fair share of the youthful exuberance to the cola brand, which is a big draw among both the urban and rural youth.
To consolidate its market leadership in the smaller cities, Coca-Cola launched a fresh outdoor campaign, timing itself with the Holi festival which characterises fun and youthfulness. The campaign has been executed in 19 cities by MOMS, the specialist OOH arm of Madison World.
MOMS, known for executing unmatched outdoor innovations, has taken the campaign, spread over 15 days, to 19 cities across the northern plains. The campaign has depicted vibrancy with an effective use of colours and cut-outs of the brand ambassador adorned with neons.
In the true spirit of the Holi festival, the campaign went with the tagline ‘Holi hai…to dikhao apna asli rang’. “Holi being the festival of colours, the idea behind this activity was to promote the different colours of the festival using the tagline ‘Holi Hai…to dikhao apna asli rang’. The campaign brought out the colourfulness of the season with great media and innovations,” explained Dipankar Sanyal, COO, MOMS.
Sanyal said “the brief from the client was to do the outdoor activity in the smaller cities and to highlight the colours so as to break free from the clutter of conventional ways of connecting with the audience.”
MOMS executed eye-catching innovations in four cities -- Ghaziabad, Noida, Varanasi and Jaipur. For this, elevated cut-outs of larger-than-life pictures of Genelia D’souza were placed on billboards with dark background, surrounded by cut-outs of colourful balloons and Fanta Orange and Fanta Apple bottles, both designed using neons. The neon lights would give a flickering effect to attract the attention of passers-by. The logo of Fanta was fabricated on backlit acrylic box with the text showcasing the tagline.
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To maximise campaign impact and reach, MOMS used more than 300 media units which included impactful outdoor media formats like bus shelters, hoardings and unipoles. Larger-than-life wall wraps on premium malls were also used for the campaign.
Commenting on the campaign execution in tier II and tier III cities, Sanyal said, “In smaller cities, the innovations quickly become the talk of the town. Such towns have great reach and sales traction. The affinity for Fanta is much more in the smaller towns.“
The campaign covered a large number of northern cities like Jodhpur, Kota, Udaipur, Ajmer, Alwar, Ganganagar, Nagpur, Raipur, Bilaspur, Jabalpur, Lucknow, Bareilly, Moradabad, Agra, Gwalior, Kanpur, Allahabad, Greater Noida, Meerut, Dehradun, Muzaffarnagar and Saharanpur.