From Metro wraps, to hoardings, distributing doughnuts to its partners and Dubsmash contest, Zoom is leaving no stone unturned to create high visibility
Close on the heels of its new brand overhaul and refreshed content line-up, Zoom has rolled out a high visibility 360 degree marketing campaign using a rich mix of media targeting key demographics in focus markets.
As part of its marketing initiative, Zoom has wrapped up an entire air-conditioned train – both, exterior and interior – on the Mumbai Metro line with the channel’s logo, ad creatives and colours. In addition to the Metro train-wrap in Mumbai, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities.
Each day, the Zoom Metro train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. With the number of footfalls in Mumbai Metro estimated at around 4 lakh people, the two-week long campaign is reaching lakhs of people in the city.
Shantanu Gangane, Head of Marketing, Times Now, ET Now & Zoom at Times Television Network, said, “Bollywood is a big driver of our content mix. Zoom is recognized for providing an authentic, credible connect with Bollywood which always towers over popular imagination; it has epic scale, and is truly larger than life. And our OOH campaign too promises to be unique and showcase innovation, our idea was to make Zoom’s marketing communication visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand. We saw the sleek and ultra-modern Mumbai Metro train service as a great brand fit for the content and personality of Zoom, which delivers the most premium audiences to brands and advertisers. So it is be-fitting that our brand Zoom literally rides a metro train.”
Five creatives for the visually striking OOH campaign were conceptualised and designed keeping in mind Zoom’s brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channel’s brand ambassador, Kangana Ranaut. The campaigns capture a different essence of Kangana and a unique brand dimension. More info