Viacom18 has entered India’s biggest regional entertainment market with the launch Colors Tamil. To create awareness about the biggest channel launch of the year, a massive multimedia campaign has been activated across Tamil Nadu.
Viacom has collaborated with MOMS Outdoor Media Solutions to create the required awareness and buzz for the show launch through a big outdoor advertising campaign. The campaign has been created to enhance visibility as well as to garner the attention of the audience and generate the right buzz.
The inventive campaign had 150 houses and almost 15000 sq.ft. were painted with the Colors Tamil brand name on a hillside while driving on the way to Ooty. Moreover, an Mp3 player with speakers was installed on a bus shelter which played the channel’s Tamil brand song along with other programmes during peak hours of the day. This format was used to reach a higher number of audience with a never before done innovation.
The marketing drive also included conventional OOH touch-points such as billboards, bus shelters and pole kiosks etc. layered with transit branding to enhance visibility such as LED screens inside the Railway stations and Bus terminus as well as bus back panels.
This strategy was implemented to create a balance between the large and small media formats with transit branding to target people on the move. All these destinations were plastered with the channel launch message to create a high-recall factor.