The campaign was rolled out in Tier I & II cities that include Patna, Gaya, Muzzafarpur, Ranchi, Jamshedpur, Bokaro, Dhanbad, Varanasi, and Lucknow.
Kaashi - In Search Of Ganga, a Bollywood suspense thriller, had an impactful OOH campaign, focused particularly in the Tie I & II cities, in line with the movie’s story line that centres on the holy city of Varanasi. Leading OOH media owning firm Century Group of Companies undertook the movie promotion in the OOH space in cities like Patna, Gaya, Muzzafarpur, Ranchi, Jamshedpur, Bokaro, Dhanbad, Varanasi, and Lucknow.
The outdoor firm executed the campaign on hoardings, railway media and airport media spanning some 10 days. The challenge for the campaign execution team was to get more than 30,000 sq.ft media space and to deploy the campaign in just about a day.
“It was our first ever experience of executing a movie promotion OOH campaign. It was a pleasure to become an outdoor media partner for a movie and looking forward to more such campaigns”, said Shashi Chaudhary of Century Group of Companies.
(This article was originally published on November 01, 2018 on http://www.media4growth.com/campaigns/century-group-beams-kaashi-on-ooh-canvas-3278)