The campaign aims to build awareness of the new offering by Mondelez India with a tag line ‘Subah ka Biscuit’
BestMediaInfo Bureau | Mumbai | June 21, 2016
Posterscope India, the out-of-home (OOH) agency of the Dentsu Aegis Network, has rolled out an extensive campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita Biscuits.
This is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India has expanded its category footprint from cream biscuits to cookies. The new biscuit with its ‘Pro health Vitamins’ and signature chocolaty taste offers a perfect balance for the morning snacking occasion.
The core objective of the campaign is centred on building awareness of the launch of this new offering. Posterscope used the product tag line ‘Subah ka Biscuit’ (morning biscuit) in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and 15 years.
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains. To build reach and frequency, Posterscope deployed bus shelters, food court table mat brandings, local and metro trains and signages across various cities. The campaign has been implemented across top 20 cities.
Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital and OOH activation plan to create awareness and drive rapid trials in the launch phase.”
Commenting on the campaign, Ashok Pillai, Head Creative Director, Posterscope India, said, “We strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation.”
The billboards that Posterscope installed in Mumbai added an edge to the campaign. Using an LED lit ‘Subah ka Biscuit’ on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in ‘the morning zone.’ The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.