The Red City turns blue for Bandhan Bank launch
by Rachael Rajan Marketing | September 3, 2015 | News
Bandhan Bank MOMS Madison World
MOMS, one of the Outdoor Units of Madison World, turned Kolkata, the red city into blue for the launch of Bandhan Bank. The high-impact and highly visible campaign comprised of impact sites across major focal points of the city; frequency media like kiosks, traffic stands; transit media like Volvo buses, yellow cabs and mega cabs; and transit points like Howrah station and high impact visual elements inside Airports.
Speaking at the inauguration, Arun Jaitely, Finance Minister remarked, “When I came to this great city yesterday, I saw a pleasant change. With Bandhan Bank, the whole city has been painted blue. I recollect my days from younger years when I used to see this city painted red. I am sure this colour change will augur well for the rapid economic growth of the city and state.”
Commenting on the launch, Dipankar Sanyal, COO, MOMS said, “We are delighted to partner Bandhan Bank. I am even happier that the launch has created a huge impact in Kolkata city. Whilst this is an All India campaign, the major focus was Kolkata”.
The campaign has been launched with Print, Digital, and Outdoor, while TV will soon follow.
Bandhan is the first new bank to be launched in the country after a spate of several years and the first from Eastern region after several decades.
The campaign by MOMS reached the entire city with outdoor branding of city focal points, frequency media and transit media, while the inaugural event was attended by Finance Minister Arun Jaitley.