Posterscope Launches New OOH Capaign

Helps Elf Moto 4 Gold zoom ahead with new brand ambassador Shahid Kapoor.

BestMediaInfo Bureau | Delhi | January 5, 2011

Elf Moto4 Gold, part of Total Oil (India) Pvt. Ltd. has roped in Shahid Kapoor as its brand ambassador.  Elf Moto4 Gold was launched more than a decade ago as premium bike engine oil.  It has been steadily gaining market share since its launch but there was a need to rejuvenate the brand image.

P. K. Mittal, Senior VP – Marketing & Technical, Total Oil India Pvt. Ltd. – Lubricants Division says, “ELF Moto 4 Gold is our flagship brand in the Motorcycle Engine Oils segment. It was the first engine oil which was one of the first specially bike engine oil formulated especially for 4 stroke motor cycles and contributes almost 10% of our revenue. We are steadily growing in this segment. To accelerate our growth in this segment exponentially, we have roped in Shahid Kapoor as brand ambassador. We feel that with his image and personality, Shahid will bring in lot of energy and excitement in the brand and reinforce its positioning 'Bike oil for winners”.

Presently, it's a Pan India outdoor campaign targeting crucial bike markets.  The creative's with Shahid Kapoor are all about winning and better performance.  Currently Posterscope is handling its Out Of Home activity for Elf Moto4 Gold which began in mid Dec 2010.The strategic spread had created excellent brand visibility across cities. In all it is a scrupulously planned campaign at key locations giving excellent mileage to the brand.

Speaking about the campaign Haresh Nayak, Managing Director, Posterscope said, “The activity is spread across 30 tier 2 towns and our task was to ensure we map the two wheeler segment in high traffic areas and create impact. We have focused on transit medium like solus buses, bus panels, mobile hoardings etc. this is done clearly to ensure high city coverage and closeness to the TG who are riding on the roads. We have also looked at impact of the brand through large format hoardings”.

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