Speciality Restaurants takes outdoor route for its IPO

To promote the initial public offer by Speciality Restaurants, more than 100 sites are placed at prominent locations across seven cities to target the maximum number of retail investors.

Speciality Restaurants, which opened its initial public offer (IPO) on May 16, has promoted this offer through an out an out-of-home (OOH) campaign across seven cities in India, executed by Percept Out-Of-Home.

The out of home creatives are mounted on large outdoor formats such as billboards and foot overbridge hoardings highlighting details from the offering, such as price band, date of bid and issue. The campaign has been designed and placed at prominent locations to garner maximum exposure and reach the target audience, the retail investor. More than 100 outdoor sites have been used across seven cities.

Rajneesh Bahl, business head, Percept OOH, says, "We have mainly focussed on placing the outdoor creatives at crucial locations where maximum number of investors can be reached. As targeting investors required precise planning and detailing, we did research in each city to locate prominent sites."

The objective of the campaign was to create awareness across major metros and mini metros. The challenge was to execute the campaign in very little time. "We had to execute the campaign overnight as we got the creatives on Sunday evening and had to execute all by Monday morning."

The campaign was executed in Mumbai, Delhi, Ahmedabad, Surat, Vadodara, Rajkot and Jaipur. The 10-day campaign kicked off on May 9 and will end on May 18.