Bandhan is the first new bank to be launched in the country, in several years.
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MOMS, the outdoor unit of Madison World, has initiated a month-long out-of-home campaign in Kolkata, beginning August 21, in which the original red city has been turned into a blue one for the launch of Bandhan Bank.
Bandhan is the first new bank to be launched in the country in several years, and the first bank from the Eastern region in several decades. The campaign has presently been rolled out across print and digital, in addition to outdoor, while TV advertising will follow soon.
The high visibility campaign has targetted impact sites across major focal points in Kolkata like kiosks, traffic stands, transit media branding on Yellow cabs and Mega cabs, transit points like Sealdah and Kolkata stations, branding through LED walls along with Volvo buses which ply on the five busiest routes of the city - airport to Tollygunge, airport to Santragachi, airport to Howrah, airport to Garia and Golf Green to Barasat. Among other areas targetted for this campaign are major stretches such as E M Bypass, VIP Road, Central Avenue, AJC Bose Road, Raja SC Mallick Road, Sarat Bose Road, APC Road, B T Road and Diamond Harbour Road. The important nodal points within these stretches like Science City, Parama Island, Park Circus, Baguihati, Kestopur and Ultodanga have been covered adequatel
Commenting on the campaign, Dipankar Sanyal, COO, MOMS, says, "We are delighted to partner with Bandhan Bank in this new important phase of their lives. I am even happier that the launch has created a huge impact in Kolkata city. Whist this is an all-India campaign, the major focus was Kolkata."
Madison OOH is part of Madison World and operates several brands including MOMS, Platinum Outdoor, activation specialist - Madison IES, rural specialist - Anugrah Madison, Out-Sel and Entrust. Madison.OOH group handles marquee clients such as Mondelez, Samsung, Asian Paints, Kotak, Omkar, Marico, Raymond, Toyota, ITC Foods, Aircel and Idea, amongst others.
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