Swarovski opts for strategic OOH spots

JCDecaux India uses 40 outdoor spots across Delhi to promote the Swarovski jewellery brand; the campaign will continue for several months.

Out of home agency JCDecaux India has rolled out an outdoor campaign for crystal brand Swarovski. The campaign uses 40 pole-mounted multi-photon ionisation (MUPI) units placed at strategic sites around Delhi. To highlight the designs from the crystal brand, the creatives display the image of a model showcasing the brand's jewellery collection.

The units are placed at premium locations near malls such as Select Citywalk, DLF Emporio, Ambience and DLF Promenade, and on stretches of Saket and Nelson Mandela Marg.

The campaign aims to capitalise on the festive season, create a brand recall among the target audience and create visibility near Swarovski stores and on the stretches frequented by its target audience, which includes women in SEC A+ and college students.

Ruchita Sharma, marketing operations manager, consumer goods division, Swarovski, says, "We wanted to usher in the festive season utilising state of the art displays, thereby increasing the awareness of the Swarovski jewellery brand. Since gifting and accessorising are on the cards during this time of the year, it was essential to create fresh recall with our target group. We carefully chose strategic locations provided by JCDecaux on the way to our stores and shopping destinations in key malls in the city."

The campaign started in December, 2011 and will continue for several months.