Mumbai: As the festive season kick-started in India, Welspun wanted to create buzz for its products and boost sales at the advent of the pre-festive and festive season in India. To execute this high-impactful campaign, Welspun partnered with MOMS, the outdoor unit of Madison World to bring this campaign to light. There were two campaigns, tactically created for Durga Puja and Diwali across 26 cities, namely Kolkata, Guwahati, Patna, Gangtok, Delhi, Gurgaon, Noida, Amritsar, Mumbai, and many more.
During Diwali apart from mithai, bedsheets are also used for festive gifting. For the festive season, a range of traditional imprinted bed linen was created for the Spaces Rangana campaign. Over 140 high impact media units consisting of both reach and frequency formats such as Billboards, Unipoles, Gantries, Cantilevers, Bus Shelters, Metro Pillars, etc. were deployed across key arterial routes, SEC residential pockets, and shopping areas. The creatives also carried dealers’ panels of the local dealers to boost local sales. The campaign was executed across 26 cities in two parts. 11 markets of the Eastern part of India were tactically activated during Durga Puka festivities and other 15 markets in Northern, Western, and Southern India were activated closer to Diwali, to grab the minds of consumers, at the right time. The Diwali campaign focused on the new Spaces Rangana collection, while the campaign during Durga Puja was based on reversible bedsheets. The first 14-day campaign centered around Durga Puja was highlighted in key markets such as Kolkata, Siliguri, Asansol, Guwahati, Patna, Ranchi, Bongaigaon, Malda, Bhubaneshwar, Cuttack, and Gangtok, while the Diwali campaign was launched in Delhi, Noida, Gurgaon, Jodhpur, Amritsar, Ludhiana, Patiala, Mohali, Vijaywada, Vizag, Bhopal, Indore, Nagpur, Vapi, and Mumbai.
Says Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions, “During Diwali and Durga Puja, everyone likes to groom themselves and dress up. These festivals provide a perfect mix of TG’s shopping dilemma that brands can connect with while publicizing their products at the same time. This campaign is a flawless example of reaching out to the TG by employing OOH to create a larger than life image for the brand and convey the brand message.”