Milestone Brandcom executes massive brand campaign for Binani Cement

The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format media

BestMediaInfo Bureau | Mumbai | January 3, 2013

Milestone Brandcom rolled out an innovative out-of-home campaign for Binani Cement in November and December. This time around, along with extended reach, the brand boasted a number of creative executions spread across circles.

The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people's lives and be part of the festive cheer. The brand ambassador for Binani Cement is Amitabh Bachchan, and to aggrandize his personality, only high impact media touch points were taken up. The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format media like billboards, gantries, wall wraps, mall facades and unipoles. Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken to airports of all major metros for greater reach.

There were a number of innovations executed for this campaign. Large 3D LED letters reading 'Binani Cement' were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani's manufacturing plants in India, and the creative was enhanced with the help of LED lights installed behind media to light up the windows in the creative. These ensured dominant visibility not only in the daytime but even at night.

“Milestone's forte lies in their planning and innovations. The best part about Milestone is that they put the brand before the budget. They always provide us with an in-depth understanding of the market. Their OOH strategy is not skewed to the traditional planning route, but altered to suit what would work best for the brand,” said Bina Verma, Managing Director, Media Magix Braj Binani Group.

Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom, said, “We are honoured to be associated with a brand like Binani Cement. We have executed a number of campaigns for them in the past. The media mandate given to us for this campaign was to build salience for the brand and maximise impact through visibility and scale. In a highly cluttered media space, it was essential for the brand to stand out. We took an approach unconventional to the brand's image and executed a number of innovations to ensure visibility and recall and filled every city with a dominant presence of Binani Cement.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com