Kinetic India highlights the features of Smartron srtphone through OOH

Kinetic WW India, a global leader in contextually connecting and activating audiences on the move; associated with Smartron srtphone, the truly Indian, IoT based smart device company. The association was to create brand awareness and showcase product quality through OOH and experiential media tiggering the amplification of activity.   

 

Decoding the brief using ‘Aureus’, a state-of-art planning tool and clearly defined the role of OOH, the media strategy adapted was to build quick impact and brand registration in top 11 cities during the period of 20 days. Having the deep dive of the OOH landscape in the given cities, key impressive properties and large formats were considered covering significant stretches and utilising the individual communciation lines – building OOH corridors for the brand.

 

On breaking the OOH campaign, Amit Boni, VP Marketing & Sales, Smartron, said; “For us, consumers are at the heart of whatever we do and we leave no stone unturned to make sure they have the best experience from the brand.  We have always believed in engaging with consumers beyond just product offerings. This unique flash mob was an effort towards connecting the brand with Millennials and Gen-Z consumers at a point where they least expected it. The activity which was a part of our OOH outreach for SRT phone launched earlier this quarter, brought a surprise to the audiences during the peak office hours thus making their morning entertaining and interesting. We are extremely pleased with the support from the Rapid Metro and the agency team which ensured that we got a great response from these early morning commuters in Gurgaon.”

 

Speaking of this campaign, Saket Sinha, m/Six, (Leader - India) said, “We are happy to be associated with Smartron srtphone, a brand inspired by and dedicated to its celebrity investor and ambassador - Sachin Ramesh Tendulkar. This campaign brilliantly paints a larger than life picture of human connect with technology. We at m/Six thrive on the challenge of creating brand relevance through conversations with the consumer.   The campaign turned heads when the flash mob was initiated to the rousing theme song of Sachin, A Billion Dreams to the titular song from the movie Rang De Basanti which was demonstrated at the peak hours on the metro station in Sikandarpur, Gurugram to target the office goers to garner most of the traction. We look forward to working with Smartron and have a strong belief that together we can create success and drive the premium brand story forward.”

In addition to the strategic billboards, Metro wraps were also taken to cover Gurgaon. Since office goers were to be sharp targeted, Flash Mob at metro stations with high footfall broke the usual routine and engaged audience and increased the talkability. While flash mobs have become a regular tool for marketing, the Smartron flash mob was truly unique. Typically, branded flash mobs resort to t-shirts and logos/ punchlines on the online clips as the only ‘branding’. The branding impact in the case of Smartron was amplified by the >4000 sqft of the Smartron branded train pulling into the station during the performance, after watching which, audiences got into the branded train! It enhanced the impact not just on the ground, but also improved brand recall of the online video. Since the crowd was a floating population we could deliver a unique experience to about 4-5 fresh gatherings of office goers between 8am to 10am.

 

Suresh Balakrishna, Kinetic WW, CEO South East Asia & Middle East, commented, “We at Kinetic are always looking for providing clients with new and exciting ways of reaching their consumers. In Smartron SRT we found a brand that lends itself for expression and wants to reach out to the youth. It was a difficult thing to pull off “a flash mob during peak hours in Delhi metro!!" but it was a clutter breaker and worked for the brand.”