Cluster advertising has been prevalent for many years. However, recently it has picked up due to several reasons, one being that people spend more time out of their homes and traversing through heavy traffic every day while commuting to work.
Through the cluster approach, advertisers are looking to create a “spot”, preferably at locations where traffic slows down considerably. These spots are an apt location for installing billboards as they will catch people’s eye as well as create engagement.
The approach allows advertisers with advertising budget to choose a cluster of hoardings – from anywhere between two to eight at a specific time, and carry a single message. The aim is to create a significant impact where the frequency of the traffic is higher.
Recently, the beauty retailer Nykaa has signed actor Janhvi Kapoor as their brand ambassador. She will appear in Outdoor advertising, digital, TV campaigns as well as play an active role in creating social media content for Nykaa. The famous brand, founded by Falguni Nayar, is a shining example of what Indian women can achieve. And as a consumer, the brand gives you the power of choice and the ability to be your best.
In order to promote their cosmetics, the popular online cosmetic brand opted for Cluster Advertising. Two hoardings with creatives displaying Janhvi along with the curated cosmetic products have been placed adjacently at Nehru Place intersection in New Delhi to mark the launch of the partnership.
Also, Janhvi picked up her favourite products from Nykaa’s in-house collection which will be available in the ‘Janhvi Loves’ edition on Nykaa.com and in Nykaa stores soon.
The Nehru Place intersection is an apt location as it receives a lot of traffic which also slows down due to traffic signal. By implementing the cluster marketing approach the brands don’t have to advertise all over the cities as this promotion strategy would be enough to create the right buzz.