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Primesite Rolls Out OOH Campaign For Kotak Mahindra Bank

A series of clutter breaking outdoor ads stands evidence to the ideation and execution capabilities of Primesite.

BestMediaInfo Bureau | Delhi | December 6, 2010

A series of clutter breaking outdoor ads for Kotak Mahindra Bank Ltd. stands evidence to the ideation and execution capabilities of Primesite (Out-Of-home Solutions), strategic business solutions of Mudra Max.

On 21st November’ 10, Kotak Mahindra Bank Ltd .completed 25 years and therefore their intent was to make a big splash about it. In a bid to celebrate their 25th anniversary, Kotak Mahindra Bank Ltd. launched a campaign with the objective of emphasising on the USP of Kotak Mahindra Bank Ltd. and highlighting the attributes of reliability & trust. The campaign aimed at seeking attention on the slogan ‘Its grt 2b 25’, a simple yet effective communication. Primesite reinforced this message by creating an impact with large format sites and thereby increased Opportunity to see.

Primesite created high visibity for the brand where the commuters passing by noticed only one name ‘Kotak Mahindra Bank Ltd’ which achieved exactly what was intended. This outdoor campaign is executed in top cities including Mumbai, Delhi, Bangalore, Pune, Kolkata, etc. focusing on all the arterial routes in these cities.

Primesite utilized wide range of media vehicles like Billboard, Bus Shelter, Gantry and Mobile vans. Further to ensure greater brand visibility, Double Decker and Kinglong buses have also been used in Mumbai. The brand was successful in capturing attention at Mumbai & Delhi Airports with use of the wall mounts, pillar wrap, drop down, Scroller free standing unit etc.

Commenting on the campaign, Spencer Noronha - General Manager, Primesite said, “It was an exciting brief! Considering the outdoor landscape was chock-a-block with campaigns post Diwali, we had to deliver a high decibel campaign with impact. Speaking on the strategy adopted, huge spectacular sites were taken on all arterial routes with a mix of media vehicles delivering high frequency and recall for the brand.”

Mandeep Malhotra, President, Mudra Max-OOH, said, “The team did a fantastic job.  Every client meeting I went to, witnessed enormous appreciation on the visibility of this campaign. Trust me the enthusiasm of planning & executing Kotak’s 25th anniversary campaign was remarkable, this is how a 25+ year old agency feels today.”

Karthi Marshan ,Group Head – Marketing, Kotak Mahindra Bank Ltd, added, “Out of Home media was a vital ingredient in our media mix as we set out to let the world know we had come of age. We deliberately chose high impact locations, and this coupled with high impact creative has delivered well beyond our expectations. In all our markets, people are talking about the campaign. What more could I ask for?”


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