Speaking about the mandate, Sanjay Pareek, President, Percept-Out of Home said: "The mandate was received by the Rural Division of Percept OOH. The agency was in talks with the other departments and was exploring other campaigns when this brief was shared by the client team. The responsibilities included conceptualizing engagement programmes for communicating the launch of the product variant."
The mode of communication has been designed to interact with prospective customers like drivers and owners of three-wheeler cargo goods carriers. The first and second set of promotions in Maharashtra took place from June 1 to July 16, wherein the folk art of Lezim and Powada artists was used to interact with the locals. In parallel, similar activities in Madhya Pradesh and Chhattisgarh began on June 1 and will continue till Aug. 10. In these states, folklore including Badhai dancers and ‘Surma Bhopali' mimic artists are being used to engage the crowds.
Commenting on the promotion strategy, Pareek said: "The primary aim has been reaching out to the core target audience using a local folk art form that enhances communication of the product features. The local art form has been interwoven with product salient features, giving a whole new feel to the product communication." He added further: "Since folk artists lure a larger audience, interweaving the communication through a folk medium ensures a higher connect and aids in brand recall. Besides, in this case, the target audience can associate itself better through a folk medium."
These activities involve interactive communication through games based on the product features, education about the product, entertainment acts, a product display, and a demo and test ride. Participants in the interactive sessions are also being given on-the-spot gratifications, which serve to increase the recall level. According to the agency, 305-odd number of stands have targeted over 2,463 visitors and around 225 test rides have been taken.
Apart from the above activities, the Alfa Plus us being promoted through local promotions in dealerships.