Milestone Brandcom rolls out OOH for Binani

02 Jan,2013

By A Correspondent


Milestone Brandcom has rolled out Binani’s new Out-of-home campaign. Along with extended reach, the brand boasts a number of creative executions spread across circles.


The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people’s lives and be part of festive cheer. The brand ambassador for Binani Cement is Amitabh Bachchan, to further aggrandize his personality, only high impact media touch points were taken up. The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades and unipoles. Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken onto the airports of all major metros for greater reach.


There were a number of innovations executed for this campaign. Large 3D LED letters of ‘Binani Cement’ were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani’s manufacturing plants in India, the creative was enhanced with the help of LED lights aptly installed behind media to light up the windows in the creative. These ensured dominant visibility not only in the daytime, but even at night.


“Milestone’s forte lies in their planning and innovations. The best part about Milestone is that they put the brand before the budget. They always provide us with an in-depth understanding of the market. Their OOH strategy is not skewed to the traditional planning route, but altered to suit what would work best for the brand,” said Bina Verma, Managing Director, Media Magix Braj Binani Group.


Imtiyaz Vilatra

Commenting on the campaign, Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom said, “The media mandate given to us for this campaign was to build salience for the brand and maximize impact through visibility and scale. In a highly cluttered media space, it was essential for the brand to stand out. We took an approach unconventional to the brand’s image and executed a number of innovations to ensure visibility and recall, and filled every city with a dominant presence of Binani Cement.”


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