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Dollar's strong bond with OOH
By M4G Bureau - March 25, 2013
The innerwear brand has used outdoor advertising in many innovative and interesting ways to push its varied products. Outdoor Asia chats up with Bidyut Nath, Head - Advertising, Dollar Industries, to learn more about the brand's OOH advertising plans for the East zone.
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Dollar has used outdoor in many innovative and interesting ways to push its varied products. They believe innovation is the key in this media. Good creative with soothing colour combination and extraordinary concepts of visualization gets the maximum attention and breaks the clutter. They thrive to position each of their campaign in a different way. Outdoor has proved to be very effective media for their newly launched lifestyle segment like Force. The innovations attracted eyeballs like a surprise element. During the Durga Puja in Kolkata, giant size cut-outs were placed across the city to attract the tourist and visitors.
"An OOH media can present our brand message in an uncluttered manner. There is no point of confusion when the brand message is highlighted in big, bold and bright fonts coupled by an attractive design or graphic. We always brief our agencies to think of our brand as comfortable, fit while depicting the visuals for outdoor. As a result, we find the same reflects in the outdoor with its comfortable and soothing colour combinations, fonts and overall appeal. Anyone who randomly comes across the brand advertisement can easily differentiate our brand from our competitors. The original impression about the brand and its features might be accessed by customers through other advertising media such as television or print. However, an Outdoor advertising media provides a distinctive signature of the brand and leaves a remarkable impression amongst prospects. For example, "If our brand message "Fit Hai Boss†is accessible for weeks or months, it is obvious that the "Bigboss†brand will get maximum reach among its target group. We have done teaser campaigns and contests through outdoors. The response and the consumer engagement are reflected in their feedback to our website and social media portals. It is again for this reason that outdoor advertising media has gained much popularity among the brand owners like us to promote their brands or business,†Bidyut says.
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