Case Study

Hindustan Debuts Aligarh Edition

Background

Mudra was the incumbent agency for Hindustan. The client wanted an high profile launch for its Aligarh edition. We were given an opportunity to showcase our planning & buying skills

Challenge

Hindustan being the new entrant in a market dominated by Dainik jagran & Amar Ujala had to negate competition . Media availability in such large numbers was one of the major issues

The Apex Edge

Detailed survey was conducted to understand Demography & Nodal touch points
Media mix was strategized keeping the concerned media owners in the loop.
Permission were sought for new media options like round about branding.
Mammoth billboard measuring 160×20 at the AMU chowk
Media blitzkrieg by painting the town red

The Biggest OOH Media Blitzkrieg in Aligarh Till Date
Omni presence
Mammoth coverage
High decibel

BJP’s Unforgettable Election Campaign

Background

A Pitch for outdoor campaign, Pan India, during 2014 Lok Sabha elections where 12 agencies participated and the selection process was carried by an Eminent Media Committee resulting in a very price sensitive competition. After 3 rounds of pitches 3 agencies were finally shortlisted.

Challenge

  • A vast magnitude of media was to be acquired for each respective state
  • The magnitude of the campaign was massive – 8 states
  • The objective was to reach out to every voter so penetration was required deep specially into the rural areas
  • Areas where media scarcity exists.
  • Acquisition of top sites when simultaneous campaigns of other parties started before the BJP party started.
  • Execution in the most rigid terrains
  • Problems because of non conducive conditions like naxalite regions, jagged territories, isolated locations etc.
  • Campaign to go live simultaneously in all states .
  • Obtaining NOC, permissions from EC / CEO followed by DM of all cities.
  • 4 Image changeovers had to be planned simultaneously
  • Agency had to ensure there is zero vandalization of prints.
Delivering the Impossible

The Apex Edge

After exhaustive study of the procedures involving execution of a political campaign and due consultation with the CEC office , the following steps were followed:
Copy of all documents ( Site details, BJP PO, PO to vendors etc.) submitted to CEC
DM’s NOC submitted to City Magistrate, who in turn orders the Municipal body, Police Dept. to let the agency execute the campaign

Innovation

  • The creative was given to Apex in plain format on which we had to create the final creative, highlight the fine points of the creative. Apex worked on the creative and offered a 3D creative solution on a 2D format, further highlighting the fine aspect of the message.
    Apex was asked to handover the creative to all other agencies namely Mudra, MOMS, Laqshya and US Agency who have a full fledged creative setup of their own.

Reach and Depth

3D creative solution on a 2D format designed in-house

Pan India
Wide Brand presence @ places which are far flung and deep inside

Mega Campaign

Record Time Execution

Reach And Depth