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Here & Now 365 conceptualises innovative outdoor marketing plan for Star TV

While Pakistan took on England at the first test match at the Lords last week, South Asian brands dominated St John’s Wood Station, welcoming scores of Pakistani cricket fans as they made their way to the stadium.

Innovation in outdoor has been an area Here and Now 365, UK’s premier multicultural agency, has constantly explored successfully, by reaching out to the ethnic audience at places and events that matter the most – and the England vs Pakistan match was the ideal time to cater to the British Pakistani population.

Spearheading the campaign was Here and Now 365’s Media Director Suhrud Chimbalkar who said, “We are constantly endeavouring to create innovations in the out of home space, which touches the lives of the ethnic audience, at places that matter the most – and for that the right time and right place is imperative. The England vs Pakistan match was the perfect opportunity to target the British Pakistani audience at a prominent zone 1 station, with brands that matter to them. This year we had five brands ranging from entertainment, money transfer, sports drinks and charities. As an agency it is important to create a good brand experience for the target audience along with generating impacts for the brand.”

Showcasing their brands at the station was Star Plus, who welcomed commuters to the home of cricket, Charity Right and the Living is Giving campaign in association with Morrisons who spread the message of charity this Ramadan, Western Union with their attractive money transfer options and Bull Dog Power Energy Drinks.

The brands saw a two-week exposure with a footfall of 292,181 people and 34 million impacts – making the campaign highly effective.

Talking about how this campaign has delivered for Star TV Network – the UK’s largest Asian TV network, Sarika Shankarnarayan (Vice President, Marketing & Sponsorship Sales) said: “Context and relevance is key to driving home a message powerfully. We are always looking for relevant environments to hook our brand stories on. It was only fitting for Star – the home of Asian entertainment to dominate branding for cricket being played at Lords – the home of cricket, and other prestigious stadiums across the UK. The synergy is seamless, the targeting is sharp and the visibility offered is enormous.”

Partnering with Here and Now 365 was Exterion Media, whose Account Manager Vickram Sembi said, “Working very closely with Here and 365 to identify this innovative opportunity, Exterion Media created a bespoke package to help target a very valuable audience to enhance their journey and event experience.”