Making it fun time for 'Engage' couples

The outdoor campaign, executed by Milestone Brandcom, for ITC's 'Engage' deos included creating and distributing umbrellas with the silhouette of a couple   

BestMediaInfo Bureau | Mumbai | August 14, 2013

ITC's Personal Care Products business announced the expansion of its product portfolio with the launch of Engage deodorants. The new range of deo sprays for men and women provides 24-hour freshness and has been crafted to enhance their personal grooming and confidence. The product is packed in peculiarly shaped cans and uses 'silhouettes' as its key design component.

The brand proposition – Playful Chemistry – has been complemented with the innovative packaging design and also extended to out-of-home media with eye catching billboard creatives executed by Milestone Brandcom. The brief was to promote the brand effectively to the target audience while bringing alive special couple moments 'engaging' in a new language of love. Milestone Brandcom executed the OOH campaign in Mumbai and Bangalore and took to brand activation to further the impact and reach to the TG.

Hanoz Patel

Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom, commented, “To reach out to young couples, the agency decided to do something playful. Being the rainy season, we created 'umbrellas' with the silhouette of a couple. These umbrellas were handed out to couples seated in parks, gardens, college campuses, popular streets like Bandstand, Marine Drive and Carter Road in Mumbai, to name a few.”

Patel further said, “We also placed standees and created branding around benches in these areas. Large units in the shape of the actual products were created and placed on the couples' favourite waterfront destinations – the 'romance rocks' at Bandstand, Carter Road and Marine Drive. Candid shots of couples embodying the proposition of playful chemistry and engaging in some uninhibited moments were captured!”

Info@BestMediaInfo.com

Info@BestMediaInfo.com