Binani Cement creates 1200+ outdoor impressions

Cement major Binani Cement has expanded its television campaign to outdoors. The two- month long outdoor campaign was rolled out by Milestone Brandcom.

The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people’s lives and be part of the festive cheer. The brand ambassador for Binani Cement is Amitabh Bachchan; to further aggrandise his personality, only high impact media touch-points were taken up.

The campaign was executed in 400 plus towns, across a wide array of 1200 plus large format touch-points such as 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.

Commenting on the execution of the campaign, Bina Verma, Managing Director, Media Magix Braj Binani Group said, “Milestone’s forte lies in its planning and innovations. The best part about Milestone is that it puts the brand before the budget. It always provides us with an in-depth understanding of the market. Its OOH strategy is not skewed to the traditional planning route, but altered to suit what would work best for the brand.”

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 installed behind media to light up the windows in the creative. These ensured dominant visibility not only in the daytime, but even at night, shared an official release.

Elaborating on the campaign, Imtiyaz Vilatra, Founder Member and Managing Partner, Milestone Brandcom said, “We are honoured to be associated with a brand like Binani Cement. We have executed a number of campaigns for them in the past. The media mandate given to us for this campaign was to build salience for the brand and maximise 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 in every city with a dominant presence of Binani Cement.”