Navia Creates A Memorable OOH Campaign For Religare

Religare had recently appointed Navia Asia as its out of home advertising partner.

BestMediaInfo Bureau | Delhi | February 22, 2011

Navia Asia, the newly appointed OOH partner of Religare Enterprises Limited (REL) - an emerging markets financial services group, has unveiled an endearing yet pointed OOH campaign at various strategic locales across Delhi and Mumbai.

Following closely on the heels of its extremely appealing and warm corporate campaign which also used children to drive home the USP of the REL brand, the new OOH campaign has been launched to further enhance brand recall and mindshare. Using parallels between childhood experiences and financial services, the advertising's expressive appeal communicates who Religare is and what Religare does in the realm of financial services. Based on this very simple but crystal clear concept, Navia Asia has recently delivered an exceptional campaign for Religare.

Simplicity formed the cornerstone of the Navia Asia's new OOH campaign for Religare Enterprises Limited. The challenge for the agency was to create a powerful connect with the target audience and communicate to them the expanse of the various businesses under the umbrage of REL. The campaign focusing on the large format media has been carried out in Delhi & Mumbai at strategic locales which see high flow of the target group. The campaign has been launched during the last week of January and will continue for a duration of six weeks.

Commenting on the campaign, Subhrangshu Neogi, Director – Brand & Corporate Communications, Religare Enterprises Limited said, “With people spending increasingly more time out of home, making use of these inventive OOH mediums will prove to be extremely relevant and critical in reaching our target audience in a warm and engaging manner. The campaign while extremely innovative, warm and endearing helps to highlight the width and breadth of the Religare brand and showcases various product and businesses of REL such as broking, lending, mutual fund, life insurance etc. We feel confident that this noteworthy campaign by our  OOH partner, Navia Asia, will not only generate great mileage for Religare as a financial brand but will also go a long way in increasing brand salience and increasing recall for our target audience.”

Aman Chaudhary, Client Service Director – Navia Asia, added "We went above and beyond to bring the campaign to life by creating innovative hoardings which were given a backlit effect using Block Out technology which helps the hoardings to stand out among the clutter and helps to draw the attention of the traveler to it. Also, larger than life cutouts were used to magnify impact on Hoardings and Bus Shelters while LED's were used to highlight the logo. In addition to the innovations, this campaign has been carried with media mix of billboards, unipoles and gantries. The close interaction with the Client Marketing Team and their active involvement and guidance encouraged us to try and deliver our best."



Kaushik Chakravorty, Chief Operating Officer - Retail and OOH (India), Starcom MediaVest Group added "This campaign manifests the trust our clients repose in us as well as the excellent cooperation and relationship our team members have with our Media Partners across the country, without whose cooperation and support this or for that matter any campaign is not possible."

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