With Diwali just around the corner, most of the Indian households have already started preparing for the grandeur. So is the case with all the marketing agencies & fellow marketers. While the e-commerce websites have already come-up with their Diwali sales, the real Indian household shopping festival is just a week or two away. While the consumers go on the active mode, the marketers need to make sure their products have already been around for some time to catch attention. So, while people are out there doing their pre-Diwali shopping, best is to move out yourself & make the ooh this diwali your go to.
With more & more people moving out of the home during the festive season, Outdoor is a promising channel but it has to be used in new ways.
For instance, take a Mobile Van & make it look like a movable kiosk with executives along to give information on the product & also to give the consumers a firsthand experience of the product. (e.g.: If the brand is from the FMCG sector small packings of the product can be distributed to the people on rounds while shopping.)
While It’s a carnival for the LED/CFL lighting industry, they must use the time in an innovative way. They can use a highly backlit Billboard powered by their product among a series of billboards in a city area glowing like the north star.
Similarly, A great opportunity it is for the gifting industry. When Mondelez (Cadbury) carved a niche market – the famous celebration packs, it showed the industry how traditions & emotional built-up around festive season can be used to create a space for their product. The OPPO Indian Cricket team commercial is on these lines, though a little longer for the impatient audience.
The Milk & Food products industry must utilize this time when the majority of Indian households still prefer homemade sweets & delicacies. Wouldn’t a good experience of product around this season will stay longer in the memory.
As we began to think we’ll realize that this season presents a break-free opportunity for almost all sectors directly or indirectly due to forward-backward linkages. But where are the new ships through which these brands can sail through the competitive sea and mark a Columbus like discovery about their brand?
The new ships – media vehicles have to be a combination of traditional and unconventional media channels. While we say it, it doesn’t just mean diversifying or hedging, but it means using them such that their combined value is more than the sum of individual media channels.
For example, why delivery/distribution/logistics company can’t use advertising on their delivery vehicles as well as other commercial vehicles in the city. Using self-owned fleet as well as surrogate vehicles will give them recognition as a massive distribution channel.
A brand with gift pack – products can advertise the offering on a billboard and the same time it can use a series of open commercial vehicles carrying truckload Size Gift pack. A product is seen in 3D running on the road!
Not Only this, there are immense opportunities for BTL activation around such transit channel. Imagine a Food Brand (Cookies, Chocolate etc.) conducting a gifting drive to less fortunate children and old age homes making festival meaningful for them.
Not only advertising on commercial vehicles offers – coherent Ad Space, a high number of impressions, deep Ad reach in the city, but also a lot of innovation is possible around it which makes it a fine mix of ATL & BTL ready media.
Rolling Banners which has created a niche for itself in OOH advertising with its technology-driven media channels is there to help you. The Transit media options provided by Rolling Banners give space for every idea or innovation possible to gather public attention on multiple touchpoints.
This Lighting season, Rolling Banners tries to give a spark to innovations which can make your Diwali festivities even more sweeter. We hope that we’ll be seeing you soon for making these ideas come to life.