Aarti Pahwa, New Delhi
Viacom18 has recently entered India's biggest regional entertainment market with the launch Colors Tamil. Viacom has not left any stone unturned to ensure that this is the biggest channel launch of the year and has gone all out through a massive multimedia campaign across Tamil Nadu.
Viacom has partnered with MOMS to create the required awareness and buzz for the show launch through a hi-decibel OOH campaign.
Apart from the high visibility OOH campaign unleashed by MOMS, it has also taken the innovation route to garner the desired eyeballs and buzz.
The biggest challenge has been to outshout the competition which has simultaneous presence on ground. The Colors OOH campaign seems to have easily achieved the desired goal in a big way!
As a part of innovation, around 150 houses with almost 15000 sq.ft. were painted with the Colors Tamil brand name on a hillside while driving on the way to Ooty. Apart from this, an Mp3 player with speakers was installed on a bus shelter which played the channel's Tamil brand song along with other programmes during peak hours of the day. This format was used to reach higher number of audience with a never before done innovation.
Also, Multiple traditional OOH touch-points were tapped like billboards, bus shelters and pole kiosks etc. layered with transit branding to enhance visibility such as LED screens inside the Railway stations & Bus terminus as well as bus back panels. This strategy was to create a balance between the large and small media formats with transit branding to target the on the go TG. All these destinations were plastered with the channel launch message to create high-recall factor.
Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said, "We got an opportunity to launch a Tamil GEC channel in Tamil Nadu after 7 years and we had to do it right. We left no stone unturned to create impetus in the market with never before seen OOH planning like creating a corridor on Mount Road in Chennai or doing never before done innovations using the regular BQS format. The outcome has been a happy client and a successful OOH launch."