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MOMS unveils array of innovations nationwide for Minute Maid Nimbu Fresh |
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Neha nagpal
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Tuesday, 18 May 2010 09:00 (IST) |
NEW DELHI: With the mercury steadily rising across the country, the markets are thirsting for beverages including packaged fruit juices. For Coca-Cola India, this was an opportune time to give its new offering Minute Maid Nimbu Fresh a generous splash in key markets. The cola major therefore launched a 21-day campaign for the brand across major northern, central and southern markets, beginning mid-April. MOMS, the OOH specialist arm of Madison World, executed the outdoor duties.
 Talking about the campaign brief, Dipankar Sanyal, COO - north & east, MOMS, said, "Coca-Cola India would always look for innovative ideas. We kept this in view while executing a highly innovative campaign for Minute Maid Nimbu Fresh in the different markets."
The innovations were not meant to be mere clutter-breakers but imageries that stayed with the consumers over the longer period. Stating this, Sanyal said, "Coca-Cola wanted consumers to remember this campaign for time to come."
Hence, the North zone witnessed an array of eye-catching Minute Maid Nimbu Fresh innovative displays that included branding at roundabout in Ludhiana, gate branding in Mohali, branding on cars in Chandigarh and mobile van branding in Jalandhar and Panchkula.
In Delhi, MOMS used backlit translites and 3D bottle cut-outs on bus que shelters with the cut out of brand message 'Bilkul Ghar Jaisa' used on the top of the bus shelter demanding attention. The agency also used branded eight Delhi Metro towers in Connaught Place, and backlit translites at Barakhamba Metro station.
Additionally, MOMS used vertical pillars at Ansal Plaza mall, banners at City Square Mall, translites at Metro Walk Mall in Rohini and vertical banners at DT City Centre Mall. Conventional media properties like billboards, foot overbridges and gantries were also used in different places in the capital city.
In Mumbai, MOMS did wraps and branding of local trains and buses, apart from platform branding at Dadar Central station and Churchgate main hall.
Jumbo glowsigns were deployed inside VT Main hall. Billboards, bridge panels and bqs were the other media properties used for the campaign in the city. Bottle cut-outs were used in the city with the mother-son creative to focus on the tagline 'Bilkul Ghar Jaisa nimbu pani'.
In Gujarat, the campaign was executed in Ahmedabad, Surat and Baroda using mainly large format media, while in Goa, billboards and bqs were used. In Pune and Nagpur, MOMS deployed billboards, gantries and 100 pole kiosks to extend the brand reach.
Transit media was an integral part of the campaign in different cities. Commenting on this, Sanyal said, "It is a welcome media as it has the mobility factor. Through this medium we could reach the TG in specific areas."
In the southern region, MOMS executed the campaign in Bangalore and several cities in Andhra Pradesh including Hyderabad, Vijayawada, Vizag, Warangal, Karimnagar, Tirupati and Chittoor. Like in other markets, MOMS used a wide range of media properties and branding opportunities for the campaign. These included billboards and bqs at strategic locations and central medians. In addition, Volvo bus wraps were done in Bangalore to create a buzz in the happening city.
The pan-India campaign has visibly given the Coca-Cola India Minute Maid Nimbu Fresh a high brand recall in the major markets across the country. The innovations that accompanied the campaign underlined the multi-pronged brand communication that Coca-Cola India has undertaken for the refreshing drink.
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