Mumbai: Dollar Industries Limited, one of India’s leading brands in the hosiery and knitwear segment, recently revamped its brand architecture and logo. The company partnered with Platinum Outdoor for a strategic and calculated re-branding exercise to reveal the brand’s new vision ‘Wear the Change’. Following a digital launch with brand ambassador Akshay Kumar, Dollar Industries opted for a robust OOH campaign across 800 plus sites in 200 cities/towns of India, spanning 21 days.
For the campaign, premium impact media like billboards, gantry, unipole and utility were shortlisted to create top of the mind awareness of the new Dollar logo, which triggered discussion amongst consumers. These assets were strategically identified and selected, considering on road mobility post lockdown. Based on the city/town topography and OOH movement, various touchpoints were considered namely, main junction of a city, key arterial roads, main markets, bus stands, railway stations, entry and exit of cities to highlight the brand revamp communication and increase brand appeal among consumers.
Sharing his thoughts about the OOH campaign, Mr. Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, commented, “Due to the Covid-19 pandemic transits/movements were restricted, and we focused on digital and social media platforms. However, with the lockdown restrictions easing out across various states, we have utmost confidence that OOH media will effectively contribute to our communication campaign. OOH has amazing traction across traffic junctions, market places and transit venues like airports and railway stations.”
He further added, “We have recently undergone a brand architecture change and it is imperative to communicate the change to our consumers and stakeholders. With the workplaces resuming operations, people will spend a lot of time on-the-go. Therefore, we firmly believe that outdoor media has immense potential and is here to co-exist alongside new age mediums.”
Speaking about the association with Dollar Industries Limited, Dipankar Sanyal, CEO, Platinum Outdoor said, “We have been associated with Dollar Industries for over a decade. We feel proud to be part of the change in Dollar’s brand identity. Dollar has always been a believer in the power of out of home and they pursued this campaign with the same belief and rigor. Dollar’s campaign has set the comeback sign for the outdoor industry which was badly affected due to the lockdown.”