Bureau, New Delhi
For a brand to make extensive use of OOH to unveil something new about their product is akin to someone announcing their dream wedding to the whole town- that's the gravity of a campaign like that in the daily matrix of the Outdoor sector. One needs to be sure the announcement hits the right spot, the right audience, with the right colours, the right graphics, the right print: something that appears as a simple advertising exercise to the layman's eyes is no less than a dexterous craft.
The fizzy apple drink struck a chord with the public ever since it released its first series of advertisements back in 2005, starring a rather charming and comical avatar of the packaged drink itself. Ever since, the brand's journey has been one for the public and OOH media mavens to closely watch.
The Rs. 300 Crore brand continues the use of its distinctive black packaging, with an evolution of its logo developed to build a strong brand persona, attracting new consumers to the brand.
Building on the brief, Posterscope India crafted a campaign highlighting the brand's new bold, chic look that resulted in a media mix delivering both impact and reach. The media formats used were billboards, bus shelters, gantries, unipoles, bus wraps, metro pillars, etc. In an attempt to create impact, multiple creatives are being used across cities. The campaign has been executed in 30 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.
The main objective of the campaign was to create reach and awareness. From arterial routes, youth hangouts, shopping destinations to residential belts, all were covered methodically using a mix of media formats to get maximum visibility. Posterscope made extensive use of its primary research tool Outdoor Consumer Survey (OCS) to arrive at the TG touch-points and its planning tool, OOHZONE, for zeroing on the right media placement location and plan optimisation.
Appy's campaign has been executed across 30 cities in India with adverts placed on billboards, gantries, bus shelters, bus wraps, metro pillars and unipoles.
Ashvin Bhatia, Associate Vice President, Posterscope Mumbai said "Parle Agro has always set new benchmarks in out-of-home usage. Every campaign has a divine objective. We used our own core understanding of the Appy brand DNA and our location expertise to arrive at an optimised consumer centric approach. We are privileged to be part of this iconic Brand".
Fabian Trevor Cowan, director for Posterscope India shared, "Posterscope's association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives".
Commenting on the launch of the campaign, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro said, "The new Appy design gives it a contemporary and bold look and is being communicated with high impact campaign to create top of mind brand recall in the cluttered beverage category. Posterscope has been a trusted partner over the years and with this campaign, they have continued to help us set new benchmarks in OOH impact. Appy has retained its leadership position in the apple fruit drink category over the years and with the brand's first above the line campaign we are confident that the brand will be able to scale new heights."