OAP undertakes change exercise for Anchor Electricals

The Anchor Electricals campaign was conceptualised, created and executed solely by Outdoor Advertising Professionals (I) Pvt Ltd (OAP) in three stages. The aim was to show the birth of a new identity for Anchor through gradual change of the old logo and the emergence of the new one.

Abhijit Sengupta, CEO & Director, OAP, explained, “The client brief was to communicate in the most effective way that the logo of Anchor is changing. The media used and the execution strategy for achieving the client/ brand/ agency objective was done in three phases. In the first two phases of the campaign, which were partial teasers, large formats – especially billboards – were used to create the impact. In the final campaign, additional media clusters were used for rapid cover build-up as well as to garner sufficient frequency. The contact points were also distributed over the period. In the first two phases, the focus was on cover and trade catchment. While in the final campaign, a lot more catchment and captive points were added.”

The first teaser was up for five days, followed by the second teaser, which was done for six days, and the final revelation for 15-20 days.

“The whole idea stemmed from the fact that any company that undertakes logo change, apart from advertising, gets ready to change the collaterals as early as possible. So that being top of the agenda, and signs or signages being one of those things that undergo early replacement, we thought of using that as a metaphor to convey the change. The line ‘Change is Inevitable’ has been coined by the client. OAP worked on the concept and graphics,” Sengupta added.

He further said, “In the first round, we showed old signs of Anchor being brought down. Here, we highlighted the Anchor emblem/ symbol. This was done because in the past Anchor had changed the font quite a few times, but the emblem remained untouched and the trade recognised Anchor with this emblem. The billboards were given a little oldish feel, so one got to see the uncoloured portion where the logo units were all this while, while the rest remained discoloured due to exposure. Realistically sized installers were shown handling the removal of the signs. In the second round, we showed bamboo scaffolding being tied up and the sign installation team working on the installation. And in the third round, the new logo was revealed.”

Sengupta explained, “The challenge was to bring about action that looked real. That could have been done with either live people or mannequins and fabricating those massive signs. But that would have been a prohibitively expensive and a logistical nightmare. Rather, we chose to give all the effect of life-like and 3D on print itself. It was technically a very difficult and massive task because each site had to be treated differently, depending on size, position, light and sun path. We had to create 45 3D artworks for the first two rounds itself, which took us around 15 days.”

The campaign was spread across 37 cities, covering all the metros and mini metros. Different media formats apart from billboard, like gantries, bus shelters, kiosks, railway station signages, airport displays, railway station branding, and Kimlong Bus branding were used to give it a multiplier effect and highest TOM recall. The iconic Patel Bridge in Mumbai was used strategically to announce the new logo for Anchor.