IDFC: Bonding across cities

Executed by MOMS, the outdoor campaign for IDFC Infra Bond, which used a broad mix of outdoor media, was spread across 39 cities.

In an effort to promote the Infra Bond offering of IDFC, MOMS, the out of home unit of Madison World, executed a pan-India outdoor campaign to create maximum impact in all big towns and reach a sizeable segment of the target audience that considers tax planning while finalising investment plans.

The OOH campaign was launched across 39 cities including Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad, Pune, Ahmedabad, Baroda, Surat, Jaipur, Lucknow, and Kanpur.

Conceptualised by Lowe Lintas, the three different creatives for the outdoor campaign had messages such as, 'I save tax and help build roads', 'I save tax and help power India', and 'I save tax and help power the nation'. These were strategically placed in accordance with the travelling pattern of the target audience. Similarly, in the smaller cities, OOH media was used in the heart of the cities and high density residential pockets.

The agency used a broad outdoor media mix that consisted of hoardings, metro station signages, unipoles, utilities, bus queue shelters (BQS), gantries, mega clusters, foot over bridges (FOB), and bridge panels to create the required impact.

Dipankar Sanyal, chief operating officer, MOMS, says, "We referred to the data of the past campaigns to understand the level of pan-India penetration. The inclination was to target those areas where it was possible to generate highest response as it was a time-bound financial product catering to all tax payers across sections."

The agency had to face the challenge of placing the three different creatives in a right manner to create the maximum impact. "We had to make sure that each of the creatives was placed one after another, such that the viewers saw the same brand with different messages on the same route," adds Sanyal.