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ROMANOV a new look & feel and how OOH delivered. Background Romanov is an exciting vodka brand of McDowell & Co. Ltd., UB Group Company. Romanov is the undisputed leader in the vodka segment*. The largest selling vodka in the country, Romanov has also cast its spell over 11 countries worldwide. With a sassy, slick pack which screams attitude, Romanov has kept in step with the changing times. The new dynamic bottle with attractive labels and steel cap makes Romanov a premium offering. UB has 90% market share with three vodka brand in the vodka segment. Romanov currently has one-third share(30%) in the two million cases a year market. * source: Business Line dated Feb 7, 2006 The Campaign �Change is the only constant� � Romanov truly believes so��. For creating exciting image of vodka brand for youth and women Romanov relaunched it with a new look and feel by making its packaging sexy and exiting. As per its target group�s music, events, party lover behavior, company wanted to do OOH campaign of Romanov vodka at prime locations in Banglore City. For communicating its message to target group by outdoor, company chose the Billboards as communication medium. Company took 18 billboards in premium and upper middle class areas like Mysore-KR Circle, Airport road, Gulbarga-Thimmapuri Circle, Mangalore-MG Road etc. Campaign Details: 1.TG: Age Group 18+ 2.Objective: Relaunching the vodka brand in new packaging and with new quality. 3.Creative Agency: JWT 4.Outdoor: Jagran Engage 5.Outdoor Campaign Objective: To create awareness for the new look and quality of No.1 vodka brand. 6.Period: 2 Months 7.Date: 24th June 2006 to 23rd August 2006 8.Budget: Rs.19 Lakhs 9.Media Selection: Billboards taken in premium and upper middle class areas. 10.Impact: High �Top Of Mind� awareness and Recall Recognition of brand by new packaging. 11.Client Feedback: Client satisfied with achievement of campaign objective and ROI.

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