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Laqshya Media Group executes OOH campaign for Tanishq’s latest collection

The 30-day campaign will be spread across airports, high-traffic roads, and other prominent areas.

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MUMBAI: As the country slowly gears up to fully ‘unlock’ post the second wave of the pandemic, outdoor advertising has also begun to see an uptick. Marketing communications group Laqshya Media Group is among the latest to execute a mega OOH campaign for Tanishq’s festive collection ‘Utsaah’ - The Festival of Life.

The 30-day campaign encompasses a mix of large format media units with new-gen digital mediums, cluster brandings, and other unconventional mediums across all cities to create maximum impact and reach for Tanishq’s target audience.

The multi-city high decibel campaign was planned through AI-powered OOH planning tool “SHARP”- the data and tech-led planning tool helped to get the most appropriate locations in each city to reach out to core TG of the campaign, said the group. The tool also gives the metrics to evaluate the performance of the campaign, be it campaign Nett reach, OTS, CPT, frequency and impact score of the campaign, shared the agency.

Foreseeing the festive trends this year, ‘Utsaah’ by Tanishq offers a seamless blend of intricacy, heritage, and old contemporized designs with modern sensibilities, giving a new life to traditional craftsmanship, said the brand in a statement.

“With the past, that's been tough and a future that's cautious, it is the ‘today’ that really holds the promise, that implores us to cherish, rejoice in the biggest festival called ‘Life’. The power of ‘Now’ is directing our lives and becoming the biggest source of our happiness. These everyday celebrations have been the inspiration for our collection,” said Tanishq, Titan Company Ltd – Marketing GM Ranjani Krishnaswamy.

Elaborating on the partnership Krishnaswamy added, “It only seemed befitting to work with a partner who understands OOH as a medium and our objective to reach out to consumers across the country with this message of celebrating ‘Life’ as a festival this Diwali. And, Laqshya Media Group became our preferred choice, with a massive campaign spread across prominent sites, high footfall TG touchpoint, Airports, high traffic arterial roads, prominent retail commercial areas that ensure last-mile visibility to deliver maximum impact and reach the right audience this season."

“We at Laqshya Group are proud to execute this campaign for Tanishq’s festive collection that brings us the beautifully designed products crafted to perfection by their Karigars that add to our festivities. Through this impactful OOH branding exercise, we have tried to create a long-lasting impression in the minds of our consumers,” said Laqshya Solutions COO Amarjeet Hudda.

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