MAM

Bru mounts 'real couples' on billboards to drive brand impact

MUMBAI: Two couples perched on a billboard overseeing the traffic snarl below... sounds absurd? Well, it is purely a demonstration of traditional media cutting through mundane communication, overpowering the hustle and bustle but forcing passers-by to turn around and take notice!

This is Hindustan Lever's (the name is now Hindustan Unilever subject to shareholder approval) latest campaign for its beverage brand Bru. The tagline reads - "An evening to remember awaits you, buy a pack of Bru to know more." Urging consumers to purchase a pack of Bru, the enticing message guides them to a code on the pack that could win them the luxury of a chauffer driver car to a five star hotel for quite meal with their family.



Unleashed across multiple cities but geographically restricted to the Northern and Western region, the FMCG major has used a media mix of outdoor, radio and print to promote its coffee category. However the OOH implementation has been used to create a striking "impact." HLL general manager media services Rahul Welde explained that the rational behind unveiling the campaign was primarily to be "disruptive, gain high noticability and create impact."

It is clear that such an activity is done to boost the coffee consumption pattern in the North-West region, which demonstrates low coffee drinking habits as compared to the South, which obviously necessitates a greater push by the brand.



Different media like OOH, radio and print has been suitably used to convey this communication across the region, but largely driven by the local effectiveness of that medium, says Mindshare Fulcum GM Himanshu Shekhar.

The campaign has been rolled out in Mumbai, Ahmedabad, Pune and Bangalore. "The outdoor advertisements have been placed to garner high visibility and thus force people to remember the message. It is part of a strategic thrust that is being given to the coffee brand as there is a huge growth opportunity in this category," says Shekhar.

However, Hedge says that the biggest challenge in this case (which requires actual people to be a part of the hoarding) is to execute the campaign.



When queried about the selective nature of the campaign, both in terms of distribution and media usage, Shekhar opines, "We have deliberately omitted television from the mix as it would amount to wastage and cause a huge spillover because the campaign is region specific and using TV would mean a pan Indian reach. However, the absence of TV challenged us to use the other mediums to create an impact."

The specialist GroupM agency Fulcrum that services the portfolio of HLL brands had previously carried a pilot campaign of the same nature in Pune, which they claim gave them encouraging results to now carry it forward on a bigger scale.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories