Mumbai: Kinetic Worldwide, a WPP entity has established itself as a leading global player in theOut-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July 2019.
Digital advertising begins months in advance, but OOH ideally gets implemented a week prior to the event.Amidst all the promotions and multi-brand advertising for the multiple festivities during the upcoming months, creating a vibrant campaign that would immediately grab attention was critical. Also, this year, having witnessed heavy monsoons, there were high chances of the rate of execution being impacted.
Keeping all these challenges in mind, Kinetic designed a campaign for every kind of target audience. With a distinguished look, the pre-event campaign began on 13th July with the aim to create a buzz amongst the masses in Mumbai and Pune. Recently launched, Star Sports Marathi is the sixth region-specific channel succeeding its existence in languages such as Hindi, Tamil, Telugu, Kannada and Bangla. Since the channel is also an upcoming medium that specifically caters to the Marathi-speaking crowd, emphasizing on a tagline in the regional language ensured that the messaging had a mass connect.
The campaign comprised of advertising on bus shelters, public transport, billboards and local trains using the lettering and lenticular printing technique. The choice of these mediums made sure that the outreach got extended to a larger audience. Executed across specific areas in Mumbai such as Dadar and Worli,and other areas around Maharashtra across 1144 units, this campaign has succeeded in creating a positive buzz, for the league as well as the channel.
“It’s extremely prestigious to be associated with the Star Network on all the projects we do, This time PKL brief was diff as client allocated substantial budget to invest in Maharashtra market and decided to use creative in local language which is Marathi, Kinetic used its global planning tool for mapping of the audience for Star Sports and did media deployment accordingly to get maximum eyeballs. PKL project was a true partnership with Star India, as we discussed and decided to invest on innovation only in Mumbai market with our basis of our understanding of the outdoor landscape to create maximum buzz for the launch event. Each project with Star is new learning and we thank Star for the valuable partnership.” Charanjeet Singh Arora (Co-CEO: Kinetic Outdoor Advertising)
