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WORLD'S LARGEST STADIUM GALLERY PAINTING FOR BRANDING
JAYCEE ADS PVT. LTD.
On 28th January 2015, when Thiruvananthapuram, the capital city of Kerala roused after the bustle of Republic day celebrations it wouldn't have been expecting anything unusual other than the routine scramble of government employees to fill in their cabins and the expected hustle of the National Games which had caught the capital city like a fever in the recent weeks. But seldom did they expect to be treated to a news which would leave them flabbergasted. The Chandrasekharan Nair Stadium (CSN) or the Police Stadium as they call it has transformed into one of the largest branding platform in the world. Jaycee Ads Pvt. Ltd., the pioneers of Out of Home Advertising in Kerala, the same house from where the niche bus shelters arrived way back in 2003 has put their beloved Police Stadium and thus Palayam into the world map of Advertising with a unique innovation that has every potential to be etched in the Guinness World Records. Jaycee along with GIONEE, an international mobile phone manufacturer has caught the imagination of the people and has brought the attention of the world towards the Chandrasekharan Nair Stadium, whose Gallery is now a Giant Branding platform with a branding exercise that has led to the painting of two giant GIONEE logos covering the entire gallery of 77,000 square feet, a feat which has never been attempted before nor has ever been even thought of accomplishing.
Chandrasekharan Nair Stadium Gallery Branding
About Palayam Location:
Palayam ("Cantonment"), gets its name from the fact that it used to be a camp of the royal army and cavalry of the erstwhile kings of Travancore. It extends from the Cantonment House in the North to A.K.G. Centre in the South, including areas now occupied by the University Stadium and Chandrasekharan Nair Stadium. One of the busiest commercial places in Thiruvanananthapuram, it is located midway between the Statue and PMG Junctions. At Palayam, one can witness a rare sight of religious confluence as the St Joseph's Cathedral, Palayam Juma Masjid and a temple dedicated to Lord Ganesh remain very close to each other, with the mosque and temple even sharing their compound wall. The co-existence of these three centers of worship of different religions alongside Martyr's Column and Old War Memorial is quite unique, emblazoning communal harmony and rich cultural heritage in the state.
About Chandrasekharan Nair Stadium:
Chandrasekharan Nair Stadium which is located at Palayam is owned by Kerala Police Sports and Youth Welfare Society, Thiruvananthapuram. The stadium, also known as 'Police Stadium', was constructed in honour of the first Inspector General of Police of Kerala Shri. N. Chandrasekharan Nair in 1956. The stadium was built by "Shramadan", the police personnel. It hosts both national and international level matches.
Chandrasekharan Nair Stadium became one of the few stadiums in the country to boast of flood light facility when the then Home Minister Vayalar Ravi switched on the lights on September 3, 1984. With a total capacity of over 20,000, it is one of the important football stadiums in India. The Semi open architecture of the stadium makes it very pleasing aesthetically and also blesses it with a visibility from all the roads and buildings around it.
CSN stadium and Jaycee:
The Gallery at the Chandrasekharan Nair stadium was constructed in 1956 using precast concrete and the entire construction was carried out from scratch to structure in just 125 days, which was a record then. Maintenance of the stadium was carried out by the governing body of the stadium at intervals ranging from several months to several years at times. The Gallery of the stadium was in a rather impoverished condition when Jaycee embarked on performing the feat. Algae, Alligatoring and wrinkles at waterproofed corners were common sight. The monumental challenge in front of Jaycee was to prepare the gallery for painting, let alone painting the giant logo of GIONEE with a challenging design only motivated the team to give it their all.
CSN Stadium before Jaycee
Jaycee had huge ambitions and desires to set the stadium on to the path of glory by turning it into a top draw sports venue like it was originally meant to be. Jaycee Ads took over the stadium for upgrading it to international standards and thereby transform it into a unique platform for advertising. They tried to lift the aesthetic appearance of the stadium by equipping it with standard products as per the specifications. Jaycee Ads had planned to take up the onus of transforming Chandrasekharan Nair Stadium in two stages. In the first stage, they transformed the stadium into an advertising heaven by exploiting its architectural brilliance which was tailor made to be used as a marketing tool. Jaycee Ads pioneered in putting up the Kerala's Longest Advertisement hoarding (760x10ft.) for branding Muthoot Finance, the largest gold financing company in India. In the second stage Jaycee has taken up a monumental challenge of painting and branding the entire gallery of the stadium, which would make the feat, the largest Stadium gallery painting for branding.
This endeavor received an impetus when Gionee, the Guinness record holder for the Slimmest Smart Phone came into the picture. Gionee came forward in taking up the challenge set forth by Jaycee Ads by joining hands with them, preparing themselves for yet another potential Guinness Record. Jaycee and Gionee together ventured into a very well scheduled and executed effort with clear and consistent project communication. This ingenuity taken by Jaycee would deliver a tremendous mileage for Gionee. It is the dream of every organization or company to be associated with Guinness World Records and it is a matter of immense pride for Jaycee to be part of the illustrious list of world beaters. By proposing to attempt this record of the "Largest Stadium Gallery Painting for Branding", Jaycee is announcing its arrival to the world stage as a niche Out Of Home advertising firm that does things in style.
Why Stadium Gallery Painting for Branding?
The purpose of doing this kind of branding is to connect with people through their daily journey. It helps to create brand new ad-space where none existed before. An ad-space that can stop people in their tracks, in a way it reassures the consumer of the brand choice. This kind of innovative state of art display offers high reach and frequency for brand awareness or point-of-purchase opportunities. It aids in recall value of the brand by repeated exposure and help in delivering of message again and again. This medium is unsurpassed in its power to provide coverage, reach, frequency and long lasting effects. From the beginning of each morning to the end of the day's rush hour and into the evening's entertainment, the streets are busy, making them a perfect selling opportunity. This stadium being strategically located on key highways, intersections and main points to all major cities act as an advertising backbone. It makes an artistic and innovative splash into any markets. This kind of marketing create a dominating presence that cannot be turned off, ignored or thrown away unopened and remains the true 24/7 form of advertising. Jaycee ensures in building and refining the brand through this form of branding. It helps to build brand loyalty and brand dominance. Number of enquires through this form of branding will stimulate an increase in sales. This is ideal for creating competitive strongholds.
Impact of stadium advertising:
Targets the mass audience
Provides the retailer with the proof of advertising support
Reassures the consumer of the brand choice
Re-enforces the availability of the brand
Reaches the advertiser which no other medium can
Builds brand loyalty
Maintains brand dominance
Strategically located
Big brand feel
Visual support
Ideal for creating competitive strongholds
Become talking point
Innovative state of art display
Repeated exposure
Transformation of CSN Stadium:
Chandrasekharan Nair Stadium over the years had been on a downward spiral. It was left to tatters as very little renovation or maintenance work happened after its construction in 1956. After a spell of drought in developmental activities, the stadium finally received much needed boost, when Jaycee Ads took up the challenge of shaping and changing the face of the stadium by maintaining its iconic and historic status and there by bringing it in to the limelight, which it once enjoyed.
On 28th January 2015, the renovated Chandrasekharan Nair Stadium brimmed with a never before pride. The stadium was in impeccable condition with a new look gallery in an exquisite state boasting of a crowning achievement of having the largest stadium gallery painting for branding. The renovated stadium was opened to the public and was inaugurated by the honorable Home Minister of Kerala, Shri. Ramesh Chennithala. Many other eminent personalities and high ranking officers from the police department adorned the stage. Jaycee Ads felt immense pride and received wide accolades for delivering the promised and even going further by elevating the stadium to a niche status.
Aerial View of CSN Stadium
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