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Kinetic India takes ITCs Superia Soap down town

The agency created a brand awareness campaign in 26 towns through outdoor advertising

BestMediaInfo Bureau | Mumbai | July 14, 2016

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ITC, a fast moving consumers goods (FMCG) company, partnered with Kinetic India, a leading out-of-home (OOH) advertising agency, to create brand awareness of Superia Soap (a sub-brand of ITC) in the defined target markets preferring the brand. The campaign was executed in 26 towns with variable media mix multiplying the reach and effectiveness of the brand communication.

The agency planned and executed a high decibel campaign across towns. With the help of its proprietary suite of tools ‘Kinetic Academy,’ the agency drew some interesting insights that aided them reach the fragmented audience in the deep down towns.

To drive preference, the agency campaigned beyond usual and crafted towns with attention-grabbing innovations highlighting the product essence. Each media format had its own role in meeting the objective of the campaign substantiating the strategic approach. Wall wraps gave a deep penetration in media dark tier- three towns, where zone branding created a surround visibility. A simple 3D soap moving in and out of the soap pack on a Unipole grabbed the attention of people.

Rajeeb Bhattacharya, Region Head, East and South, Kinetic India, said, “With the help of our tools we coupled market understanding and media planning that delivered an efficient and effective campaign. We are glad to be associated with the company and be part of their media communication.”

On the association with Kinetic India, an ITC spokesperson said, “Kinetic has duly fulfilled the objective of the campaign and has brought in a clear targeting of brand communication to consumers in the areas of their presence and shown excellent existence in the deeper pockets of Rajasthan.”

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