The outdoor campaign focuses on the new Sprite attitude of ‘Rasta Clear Hai’ in Haryanvi
Ananya Saha | Delhi | March 20, 2012
They say going ‘local’ is the way forward. And the new outdoor campaign for Coca-Cola’s clear lime soft drink brand, Sprite, proves that with its recently launched integrated brand communication initiative. The strategic communication focused on building a stronger connect with the youth. The outdoor campaign was executed by Glo, the out-of-home and below-the-line vertical from Lodestar UM.
Glo initiated a media mix of billboards, unipole, wall wraps, etc., to communicate the message effectively and establish the desired registration and recall ratio. To get local, Glo designed the ‘Rasta Clear Hai’ campaign in the local language to target the UP and Haryana markets. The hoardings were put up across Karnal, Panipat, Ambala, Sonipat, Hissar, Yamunanagar, Rohtak and few rural areas such as Nuh, Nagia, Palwal, Sohana, Mewat and NH-1 and NH-10 highways. The hoardings across these locations were placed March 15 onwards.
Rahul Choudhary, VP, Glo, said, “The strategic communication focuses on building a stronger connect with the youth, who prefer Sprite because of its unmatched thirst quenching ability and its refreshingly honest attitude. Given that UP and Haryana are among the biggest markets for Sprite, we did a lot of recce to figure out where we should place the hoardings to reach Sprite’s youth TG effectively. The media deployed by Glo was meticulously selected after thorough planning to optimize visibility and impact.”
After having created maximum impact in UP and Haryana, Glo will be installing the hoardings in vernacular language in other cities as well, Choudhary said, adding, “It is still in the pipeline stage. But it should happen towards the end of this month or the beginning of next month, given that summer is here.”
For the record, Lodestar UM set up its OOH specialist arm, Glo, to provide 360-degree services in the OOH domain in April 2011 in a tie-up with Greenline.