The campaign covers key cities such as Mumbai, Delhi, Hyderabad, Ahmadabad and Bangalore and focuses on premium sites in malls, airports and other upmarket locations
BestMediaInfo Bureau | Mumbai | December 6, 2013
Laqshya Solutions (formerly OMI) has executed a nationwide OOH campaign for the launch of Blackberry’s stylish Fall-Winter collection. The campaign covers key cities such as Mumbai, Delhi, Hyderabad, Ahmadabad and Bangalore. The campaign has focused on premium sites in malls, airports and other upmarket locations.
The campaign highlights the fine quality of clothing that Blackberry’s is known for and in keeping with the brand image, Laqshya Solutions has chosen sites at high-end locations. A mix of media including billboards, unipoles, mall facades and airport media has been used in the campaign.
Atul Shrivastava, COO, Laqshya Media Group, said, “We are thrilled to be associated with a brand like Blackberry’s for the Fall/Winter collection launch. The sites for this campaign were selected keeping in mind the target audience for this fine clothing brand and we specifically chose locations close to points of purchase such as malls and shopping centers in key metros. We are delighted that Blackberry’s has chosen to work with us and we hope this will be a long-term association with the brand.”
Ajay Pradhan, National Marketing Manager for Blackberry’s, commented, “We wanted this to be a high impact campaign, one with not just maximum visibility but also one that would be long-term. A high end clothing and fashion brand needs to capture the consumer’s attention constantly adding to its aspirational value. What better way to do this than splash hoardings in vibrant shopping locations in the metros?”
One of the unique features of the campaign is the use of the portrait unipoles at the Hyderabad International Airport. Laqshya Media Group owns the advertising rights at Hyderabad airport. Using the airport sites has allowed the brand to reach out to a focused audience that also has the purchasing power for a brand as high-end as Blackberry’s.
This campaign will be on until the end of the year.