Rediffusion DYR, recently renamed Rediffusion Y&R, has now undergone another change. Its Mumbai office moved from Kalpataru Synergy in Santacruz to Vile Parle.
To announce this to the industry, the agency launched an outdoor hoarding campaign that drew attention from everyone connected to advertising and marketing.
The hoarding campaign consisted of three creatives that used attention grabbing lines announcing that some of the biggest clients of Rediffusion Y&R have moved. Three billboards were released, announcing ‘Kingfisher Airlines account moves’, ‘Taj account moves’ and ‘Colgate account moves’. But the fine print at the bottom of the creative stated that Rediffusion Y&R has moved to Terminal 9, 3rd Floor, Nehru Road, Vile Parle (East).
Nisha Singhania, executive vice-president, Rediffusion Y&R, Mumbai, says, “The connect was that along with the agency, its accounts have obviously moved to the new office as well.”
An account move within the advertising industry is obviously big news and when clients such as Kingfisher, Colgate and Taj are involved, it’s even bigger news that gets assured eyeballs from passers-by who belong to the industry. Outdoor, being a localised medium, was smartly used to communicate this intra-city office move.
Singhania shares that permissions were taken from respective clients to use their brand names in the campaign.
Five hoardings were put up in all – one at the Bandra Flyover to target the evening traffic, one at the Vakola flyover in Santacruz to target the morning traffic and three consecutive hoardings in Bandra.
The Rediffusion Y&R office was fully functional in its new premise on Monday, October 13. The hoardings went up on October 10 and will be up for a week.
In addition to the innovative outdoor campaign, e-mailers were also sent out to all clients informing them of the office move. The email was also based on the same idea.
A team from Rediffusion Y&R comprising Ashutosh Karkhanis, Anisha Sarin, Trishay Kotwal and Dallas Fernandes conceptualised and worked on the idea.
The campaign managed to create a buzz about the shift. Singhania says, “Resist the Usual is our mantra and there is no better example of that than our change of address communication.”