Binani Cement's campaign reaches 1,200 touch-points
Cement major Binani Cement's campaign was executed in 400 plus towns, across a wide array of 1,200 plus large format touch-points such as billboards, gantries, wall wraps, mall facades and unipoles.
Binani Cement has expanded its television campaign to outdoors. The two-month long outdoor campaign was rolled out by Milestone Brandcom. The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people's lives and be part of the festive cheer.
The brand ambassador for Binani Cement is Amitabh Bachchan; to further aggrandise his personality, only high impact media touch-points were taken up.
Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken onto the airports of all major metros for greater reach. Commenting on the execution of the campaign, Bina Verma, Managing Director, Media Magix Braj Binani Group said that Milestone's forte lies in its planning and innovations. The best part about Milestone is that it puts the brand before the budget.
There were a number of innovations executed for this campaign. Large 3D LED letters of 'Binani Cement' were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani's manufacturing plants in India; the creative was enhanced with the help of LED lights installed behind media to light up the windows in the creative.