Case studies · BFSI (Banking, Finance & Insurance)
Tamilnad Mercantile Bank
Small-format deposit ads in the Gujarati dailies
A deposit scheme is bought on one number, so the unit did not need size, it needed placement and repetition. Small-format ads ran in Gujarat Samachar and Divya Bhaskar leading with the 567 day scheme and its 7.75 per cent rate, with a QR code and a toll free number so a reader could act without leaving the page. Buying small units in the two largest Gujarati dailies bought frequency in the market rather than one large appearance.
What it delivered
Rate shoppers compare, so being present repeatedly in the papers they read matters more than dominating a single issue. The QR code turned a print unit into a measurable route, which is unusual for a small-format press buy.
Format Small-format press
Publications Gujarat Samachar, Divya Bhaskar
Response QR code and toll free
Execution photography from the campaign, captured site by site as each placement went live.
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