Maaza celebrates Pongal

To connect with the festive season in the South, GLO has executed a 25-day out of home campaign for Maaza across 35 cities in Karnataka, Tamil Nadu, and Andhra Pradesh.

GLO, the joint venture between media buying agency Lodestar UM and the out of home (OOH) agency Greenline, has rolled out a large scale OOH campaign for Coca-Cola's fruit drink brand Maaza. It connects Maaza with Pongal, which is one of the major festivals in the South, and aims to highlight the presence of the brand in the South by dominating the festive season.

The campaign covers 35 cities across Karnataka, Tamil Nadu, and Andhra Pradesh, including Chennai, Coimbatore, Tiruchirapally, Salem, Vijayawada, Visakhapatnam, Machilipatnam, Guntur, Kurnool, Bengaluru, Mangalore, and Mysore.

Spread across 270 different outdoor sites including billboards, glass façades and bus queue shelters (both back-lit and non-lit), the creative for the campaign features a bottle of Maaza with the message 'This Sankranthi, get Maaza at Rs 5 off, and enjoy a sweeter Sankranthi. Sankranthi wishes to all'. The message is written in the regional language of the respective states.

Rahul Choudhary, vice-president, Greenline-Lodestar UM, comments on the scale of the campaign, "Our plan was to maximise the spread with a large-scale presence and dominant visibility in the regions of Andhra Pradesh, Karnataka, and Tamil Nadu during the festive season of Pongal. We did the campaign in approximately 35 cities, strategically covering both urban and rural areas. The campaign was spread across main and arterial roads, and important community hubs and touch points."

The challenge was to get sites for the campaign. Because of the festive season in the South, the availability of the sites was tight.

"As it's a 25-day campaign, our prime focus was to dominate the market by putting a large number of sites in the metros, as well as in the rural cities to make our campaign visible during the festival," adds Choudhary.

The campaign started in December 2011, and will continue for 25 days.