Primesite does 5x innovations for Garnier Men Deo
Primesite, Mudra MAX’s out-of-home solutions unit, has come up with an engaging creative in the outdoor space for its client Garnier. The task in hand was to execute an impactful creative idea that simultaneously brought alive the launch of the Garnier Mineral Deodorant range for men. ‘Now life… no sweat’ is the main idea conveyed through the OOH campaign.
Primesite, Mudra MAX’s out-of-home solutions unit, has come up with an engaging creative in the outdoor space for its client Garnier. The task in hand was to execute an impactful creative idea that simultaneously brought alive the launch of the Garnier Mineral Deodorant range for men. ‘Now life… no sweat’ is the main idea conveyed through the OOH campaign.
The campaign kicked off on June 13, 2010. The creative uses hoardings, mall branding, airport pillars, cantilever with cut-outs and bus shelters with block-out, at locations such as Kolkata metro, Delhi metro. They also include drop downs, which help in strategically extending the mass media communication in the OOH space. These creative save been implemented at nearly 100 sites across Mumbai, Delhi, Bangalore, Chennai and Kolkata.
Commenting on the campaign, Mandeep Malhotra, Senior VP, Primesite, said, “We were given the brief to implement a ‘hatke’ innovation on a large format in top cities. We thus reached the target audience in an engaging manner that clearly stood out amidst the crowd and made its presence felt.”
While being simple and sticking to the brand message, Primesite has also brought innovation through blockouts for backlit cantilevers and bus shelters comprising cast iron columns and glazing panels giving a contemporary style and look to the shelter. They have also made use of pillar branding at security hold area for departures and conveyor belts at airports’ arrival areas – a not-to-be-missed zone for air travellers – which attempts to visibly replicate a deo can.
