Mumbai: Havas Media Tribes, the partnership between Havas Media Group India and Tribes Group, has rolled out a high decibel out-of-home (OOH) campaign for Swiggy Instamart. The multi-city, extensive OOH campaign includes ‘Asia’s biggest billboard’ at Bandra Western Express Highway (ROB) Mumbai, said the statement.
With this, Swiggy Instamart, a long-standing client of the media group, aims to establish two of its core propositions, instant delivery and instant convenience, in the minds of its consumers. Since the quick commerce segment and the business of delivery is all about speed, transit and ease, OOH would be the apt medium to break through the clutter and resonate with its audience through vibrant and eye-catching visuals, believes the brand.
“As part of our 360-degree marketing campaign, we used OOH as a key lever to promote Swiggy Instamart’s proposition. Havas Media Tribes has been instrumental in identifying the right locations across cities while maximising our reach and visibility. We have received a lot of positive response for this campaign,” said Swiggy head of brand Ashish Lingamneni.
Apart from its superfast delivery promise & expansive range of grocery products, the campaign also highlights Swiggy Instamart’s attractive offers for first-time users.
The month-long campaign featuring 36 different smart creatives & vernacular content (a crucial part of this campaign in order to maximise audience connect), utilises 5 lac sq ft of the display area on traditional billboards, hoardings, unipoles, FOBs and bus shelters across key locations in 19 major cities in India – Mumbai, Bangalore, Kolkata, Delhi, Noida, Gurugram, Lucknow, Hyderabad, Coimbatore, Vizag, Ludhiana, Chandigarh, Pune, Jaipur, Indore, Goa, Chennai, Kochi and Ahmedabad.
In addition to key arterial routes, malls and airports were also targeted, DOOH was used to penetrate residential clusters, and transit media formats such as cab branding, branding inside metros & metro stations were also used for effective and high visibility.
Tribes Group CEO & MD Gour Gupta said, “The strategic alliance with Havas Media Group India is an exciting partnership that gives us an opportunity to create meaningful campaigns for marquee clients in this competitive environment. The objective of this campaign is not just mass visibility but also tracking the effectiveness by mapping the coordinates of the sites to the orders received in that region. We created a plan basis Instamart’s serviceability area, wherein the coordinates of each site were checked and selected precisely. The execution by the team was seamless and was no mean feat, given the logistical challenges involved.”
“The Havas Media Group and Tribes strategic alliance reinforces Havas’s operating system of MX, that empowers our clients with tools to build more meaningful media experiences. For a disruptor brand like Swiggy, we had to take the high road, a category leadership stance in the post-lockdown world, by launching this high-impact and meaningful OOH campaign,” said Havas Media managing partner – South Saurabh Jain.
