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Appy goes outdoors in its new, chic look

The campaign designed and executed by Dentsu Aegis Network’s Posterscope India aims to create reach and awareness. The brand used the Appy colour on billboards, bus shelters, metro pillars, etc., to showcase its new avatar

Appy, the apple juice drink by Parle Agro, has gone ahead to paint the outdoors in Appy colour with a new campaign that showcases its new avatar. The campaign was designed and executed by Dentsu Aegis Network’s Posterscope India.

The Rs 300-crore brand continues the use of its distinctive black packaging, with an evolution of its logo to build a strong brand persona and to attract new consumers.

Building on the brief, Posterscope India crafted a campaign highlighting the brand’s new bold, chic look that resulted in a media mix delivering both impact and reach. The media formats used were billboards, bus shelters, gantries, unipoles, bus wraps, metro pillars among others. In an attempt to create impact, multiple creatives are being used across cities. The campaign has been executed in over 30 cities, including the top eight metros and tier one and two cities.

Ashvin Bhatia

Ashvin Bhatia, Associate Vice-President, Posterscope Mumbai, said, “Parle Agro has always set new benchmarks in out-of-home usage. Every campaign has a divine objective. We used our own core understanding of the Appy brand DNA and our location expertise to arrive at an optimised consumer centric approach. We are privileged to be part of this iconic brand.”

Fabian Trevor Cowan

Fabian Trevor Cowan, Director, Posterscope India, said, “Posterscope’s association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives.”

The main objective of the campaign was to create reach and awareness. From arterial routes, youth hangouts, shopping destinations to residential belts, all were covered methodically using a mix of media formats to get maximum visibility. Posterscope made extensive use of its primary research tool Outdoor Consumer Survey (OCS) to arrive at the TG touchpoints and its planning tool, OOH zone, for zeroing in on the right media placement location and plan optimisation.

Nadia Chauhan

Nadia Chauhan, JMD and CMO, Parle Agro, said, “The new Appy design gives it a contemporary and bold look and is being communicated with high impact campaign to create top of mind brand recall in the cluttered beverage category. Posterscope has been a trusted partner over the years and with this campaign, they have continued to help us set new benchmarks in OOH impact. Appy has retained its leadership position in the apple fruit drink category over the years and with this campaign we are confident that the brand will be able to scale new heights.”

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