Creative Concepts

Crossroads crafts looming presence for ITC Foods”Gum On’ in Bengaluru

Crossroads has used some 116 sites for the campaign, mainly comprising billboards. Media properties on bqs, skywalk and mall have also been innovatively used to run the campaign

Published

February 19, 2015

Rajiv Raghunath

ITC Foods has launched a disruptive OOH campaign to promote its food product’Gum On’. The one-month long campaign, executed in Bengaluru by OOH firm Crossroads, is principally targeted at the 15-34 age group.

Crossroads has used some 116 sites for the campaign, mainly comprising billboards. Media properties on bqs, skywalk and mall have also been innovatively used to run the campaign. Commenting on the campaign, Siddharth Subramaniam, Principal Manager, Media, ITC Foods said the brand preferred billboards over other media to give Gum On a looming presence on the city’s OOH landscape.

Subramaniam said the OOH campaign was also integrated with social media promotion, which is a pioneering initiative. He said that ITC Foods would consider taking similar initiatives in other cities in the coming days.

Among the innovations executed as part of the campaign, Subramaniam made a special mention of the’gorilla’ innovation done at Trinity Circle in the city, and a kiosk put up inside a mall.

Lokesh Kumar, Director, Crossroads, said, “We at Crossroads ensure consistency and efficiency in the strategy and planning. For this campaign we focussed on the efficacy of execution.

Kumar said the campaign creatives were ideal for disruptive renditions on various OOH media formats. “We strategically utilised the dominating OOH formats in Bengaluru and executed our ideas, he added.