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Mumbai: When Singapore-based financial firm PhillipCapital acquired a majority stake in MF Global, it meant a shift in a legacy which began in 1999 and moreover, a change of identity. Renaming the firm Phillip Securities India Private Limited was an opportunity to build a new corporate positioning apart from communicating the change of brand name. Mumbai-based communication firm, Six Inches Communication executed the exercise in a focused Out of Home (OOH) campaign in the financial capital of India.
To convey the message to current and potential customers, government bodies and financial institutions at large, the OOH campaign was created to be larger than life, highlighting the new logo at key spots of the city. Spread over 15 days, the campaign chose the most strategic locations to reach the target audience effectively. Only A and A+ sites from South Mumbai to the Western Express highway were picked, many of them offering continuity for Six Inches to break the message in parts and deliver it with clarity.
It is not uncommon to find brand change campaigns of this nature taking up a 360-degree media approach, but for PhillipCapital, the communication agency chose just one medium to keep the messaging sharp and simple. Considering that OOH advertisements don?t earn more than 10 seconds of audience attention, the messaging had a simple motto - less is more.
Perhaps the aspect that made the OOH placements most visible was the high illumination with LED lights at four sites. In a city where scores of peak hour travellers spend considerable time in traffic, this approach ensured quick mental registration of the new logo and the fact that PhillipCapital is now in India. Also, locations such as Mahim Causeway, Khar and Mahalaxmi meant that the campaign received a high impact.
Pravin Shah, CEO and Managing Director of Six Inches Communication was satisfied with the outcome of this latest project: "Not all brand change campaigns require all-encompassing approaches. Our objective was to build a new corporate positioning and OOH certainly proved effective here."
PhillipCapital, basking in newfound attention, also shared their thoughts over the exercise. "The acquisition by PhillipCapital of the decade-old business in India required to be resonated not only among financial circles but also amongst Mumbai?s select audiences. Six Inches offered us this uncluttered approach and we?re only happy that it has provided us the necessary positioning that we needed to start off the new innings with PhillipCapital " said Vineet Bhatnagar, MD & CEO of PhillipCapital India.
