NEW DELHI: The under-served Tier 1 and 2 markets in the country have come into their own in the backdrop of the current macro-economic resurgence, evidenced by a cross-section of service providers including insurance majors lining up customised products for these markets to leverage the emerging opportunities. Taking a cue from the trend, insurance major Max New York Life Insurance Company Limited (MNYL) has developed a product called 'Max Vijay' to cater to these very markets. Further, the company has launched a high-intensity two-month outdoor campaign for the product in the Agra market, having vested the campaign execution duties with MOMS, the OOH specialist arm of Madison World. The campaign was rolled out in the first week of April.

As such, 'Max Vijay' has been designed to meet the insurance needs of people who do not have fixed income, who collectively constitute a large part of the urban community. This segment is nevertheless s exhibiting higher aspirational values and penchant for financial planning which MNYL has sought to leverage with its new product.

Given that the target segment is large and widespread, the OOH campaign in Agra has also been spread out and for this MOMS has deployed nearly 100 media properties wherein some 90 small hoardings of 10' x 20' size, which is supposedly the best medium for the residential colonies inside Agra, have been used. Apart from this 9 large format billboards have also been used. Sharing these details, Dipankar Sanyal, COO, north & east, MOMS, told network2media that "the whole concept behind this campaign was to promote the product's marketing tagline 'Parivaar Ke Hero'."

Sanyal said the high-visibility campaign has been launched at a crucial time when people with limited income could gain maximum from small investments. "UP is a priority market. Hence, a completely new campaign has been launched in this market for Max Vijay to promote the brand saliency," he said.

Talking about the client brief, he explained that the client wanted to be present near all major residential hubs, marketplaces and important traffic junctions in the city. Also, the company wanted such creatives that instantly connect with the target consumers.

The large format hoardings will stay for two months and the small format will continue for a month, he said.

The current Max Vijay campaign demonstrates that the Tier 1 & 2 cities have reached the tipping point, mandating service providers of all hues to whip sup custom products that meet the differentiated needs of these markets.

 

 

MOMS captivates Kochi with innovative Tata Indicom flexi plan campaign 
MOMS bats for Coke Daredevils Fan Club, innovates for high strike rate 
MOMS innovates for TATA DOCOMO Gujarat launch in 'letter and spirit
MOMS takes Tata Docomo out-of-home in Punjab
It’s OOH for Tata DOCOMO for Haryana, West Bengal launch
Tata Indicom Internet goes OOH in 13 cities for More4sure with MOMS
Tata Docomo takes OOH route to announce launch in Mumbai, Maharashtra
Tata Docomo soars high in Hyderabad with inflated balloons
Tata Teleservices to rely on OOH, print for GSM launch first phase
MOMS launches TATA Docomo in eastern UP with OOH campaign in six cities
MOMS projects TATA Walky as the perfect ‘Ghar Ka Phone’
MOMS energises TATA Indicom’s India-wide OOH campaign for ‘flexi’ plan
MOMS creates iconic displays for Tata Docomo in Bangalore
MOMS lures kids through OOH for Britannia’s 'Treat Chocodecker'
MOMS paints OOH canvas with Asian Paints' Apex Ultima
MOMS launches India-wide campaign for IDFC Tax Advantage (ELSS) Fund
MOMS splashes Fanta’s ‘asli rang’ in 19 cities to celebrate Holi
MOMS gives TN markets taste of Minute Maid Nimbu Fresh
Times OOH, MOMS showcase SpiceJet Boeing 737 replica at Delhi airport
MOMS decks up OOH ‘doli’ for Rahul Mahajan’s swayamwar
MOMS creates 'Muscle Man' to launch Best Cement in Guwahati
MOMS helps Limca’s OOH plunge into "freshness"
MOMS executes interactive campaign for UTV Bindass’s ‘Ugesh Sarkar’
MOMS innovates with a giant Fiama Di Wills bottle in Kolkata

Show/Hide Comment form