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Percept OOH drives M&M’s Alfa Plus to core TG

The campaign banked on local folk artistes to communicate the product’s features to the target audience

BestMediaInfo Bureau | Delhi | July 11, 2012

Percept Out of Home is executing an outdoor campaign for Mahindra & Mahindra’s ‘Alfa Plus’, the newly launched vehicle in the three-wheeler cargo vehicle category. The campaign proposition titled ‘Bade Fayde ke liye bade Alfa’ aims to create awareness about the new version of Alfa. The activation has been strategically targeted in states like Madhya Pradesh, Chhattisgarh and Maharashtra.

The mode of communication has been designed to interact with prospective customers like drivers and owners of three-wheeler cargo carriers.

The first and second set of the promotions in Maharashtra that started on June 1, 2012, will conclude on July 16. The folk art of Lezim and Powada artists was used to interact with the locals in Maharashtra.

The activity in Madhya Pradesh and Chattisgarh commenced from June 1 and will wind up on August 10. Folk artistes including Badhai dancers and Surma Bhopali mimic artists attracted significant visitors.

Interactive communication has been done through game-based activities on the product features. The activity involves communication, education about the product, entertainment, display, demo and test rides. Altogether 255 test rides have been done.

So far the activity is running successfully leveraging the brand equity of Alfa Plus. Everyone who participated in the interactive sessions has been given a spot gratification, thereby increasing the recall level.

Sanjay Pareek, President, Percept OOH, said, “The primary aim has been reaching out to the core TG using a local folk art form that enhances communication of the product features. The local art form has been interwoven with the product’s salient features, giving a whole new feel to the product communication.”

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