NEW DELHI: With the opening up of the economy and information explosion, beauty and grooming are no longer confined within women. The need to look, feel and smell good are being equally expressed by the metrosexual male, who is increasingly giving importance to personal grooming and to being presentable. This has given rise to a plethora of men's grooming and beauty products being launched in the market. Deodorants are antiperspirants are one such category that is getting increasing attention from the modern, fashion conscious men.One of the product categories that men today are keenly interested in is the antiperspirant/deodorant category. This has led to intense competition in the market, which has further led deodorant brands taking all possible routes to be noticed by the end consumer.
In keeping with this trend, Zodhita Health Solution Pvt. Ltd., has launched an outdoor campaign titled 'Make a smart move' for its product– Zuska - antiperspirant stick for men. To execute the campaign, the company has vested its outdoor advertising duties with leading outdoor firm, OAP.
The objective of the campaign was, to help establish Zuska as a premium and effective antiperspirant stick and to help create a role and relevance for the 'stick' category of antiperspirants in the consumers' lives.
The outdoor campaign has been rolled out in 26 cities that include Ahmedabad, Amritsar, Bengaluru, Baroda, Chandigarh, Chennai, Dehradun, Delhi, Gandhidham, Goa, Gurgaon, Hyderabad, Jaipur, Jalandhar, Kolkata, Ludhiana, Mohali, Mumbai, Nasik, Noida, Panchkula, Pune, Rajkot, Surat, Thane, Vashi.24 cities which include Mumbai, Pune, Nagpur, Kolhapur, Sholapur, Aurangabad and Nasik.
The month long campaign began in last week of May 2011. However, in Mumbai, the agency beefed up the campaign with an addditional burst for ten days in conjunction with the regular campaign in order to create a 'talking point' and buzz around the initiative.
In order to maximise deliverables against multiple campaign objectives, OAP has used a wide range of media formats that include, billboards, gantries, designer BQS, building wraps, metro signages, bridge panels, metro pillars, front and backlit walls etc.
Additionally, branding inside metro trains have also been used as a 'mobile' OOH option in order to get additional frequency.
Commenting on this initiative, Amit Verma, assistant group product manager, Zuska, said, "The Zuska communication has been developed with the idea of breaking clutter and establishing the desired brand imagery. We at Zuska do believe that our association with OAP has helped us in driving the message through, to our target audiences. I should really say that Kaushik Mitra of OAP has been instrumental in strategising and implementing the outdoor media plan."
Talking about the campaign, Kaushik Mitra,vice president, OAP (I) Pvt Ltd., said, "The client had only one interest; visibility and impact factors. We had done the outdoor planning in accordance with their strength in each market as far as their distribution is concerned. As it was a re-launch for them, the prime markets were Mumbai, Hyderabad, Delhi and Chennai out of a total of 26 towns."
"We had different strategy for Mumbai, the initial campaign had sites spread across suburbs as well as town, but for creating additional buzz, we had done a 10 day campaign
in the interim period with large impactful sites and that paid dividend for us. In Delhi, we had used branding inside metro trains, as well as station branding along with a good spread of unipoles and bus shelters in strategic locations. We have covered rest of India by taking the best possible media at the right places. Thus, the campaign was a success as we got a very good feedback from the client and our associates."
Needless to mention that the success of this campaign is another fine example of a male targetted consumer brand making effective use of outdoor media in order to build brand presence.