NEW DELHI: With the mercury reaching new highs in the northern belt, the outdoor market's primed for a big splash of beverages. Coca-Cola India has leveraged the opportunities that the Chandigarh, Punjab and Haryana markets present by launching a youth-focused 30-day campaign in select towns and cities in the two states. Like earlier, the cola major vested the outdoor duties for the campaign with MOMS, the OOH specialist arm of Madison World.
MOMS rolled out the campaign in mid-May, covering Chandigarh; Mohali, Ludhiana and Amritsar in Punjab; and Punchkula, Ambala, Panipat, Sonipat, Karnal, Yamuna Nagar, Hisar, Kurukshetra, Rohtak, Sirsa, Jind and Jagadhari in Haryana.
The OOH agency used a broad media mix including billboards, entry gates, foot overbridges, bqs, gantries and unipoles to build reach for the campaign. To maintain the focus on youth consumers, the campaign was deployed in busy traffic zones and places that attract high footfalls. The creative itself, bearing the youthful exuberance of brand ambassador Genelia D'souza, was seen to be making a strong impression on the target audience.
MOMS also executed an eye-catching innovation in Ludhiana, which included a back-lit box with neons. The campaign rollout thus clearly resonated with the client objective of promoting the youth brand through high outdoor visibility.
Colour, youthful zest, vibrancy, this video has it all
Commenting on the campaign execution, Dipankar Sanyal, COO - north & east, MOMS, said, the challenge was to take the fun element attributed to the iconic orange drink 'Fanta' to the towns and cities of Punjab and Haryana, where lifestyle and consumption patterns are visibly different from the major metros. It helped that the brand ambassador who lends more than a fair share of the youthful exuberance to the brand is a big draw among both the urban and rural youth.
The key objective of the campaign was to "do the outdoor activity in the smaller cities and to highlight the vibrancy of the brand in a way as to break free from the clutter of conventional ways of connecting with the audience," said Sanyal.
The current campaign has exuded the same level of vibrancy and youthful exuberance that the colourful Fanta Holi festival campaign -- executed by MOMS in February-March this year – had demonstrated to the audiences.