Case study: 13,417 photographs across 20+ towns

The situation

A television network needed continuous, state-wide presence for programming launches — new serials, film promotions, channel campaigns — across both Andhra Pradesh and Telangana. Not one flagship site in Hyderabad, but thousands of small units spread through twenty-plus towns, changing with each programming cycle.

This is the hardest kind of offline campaign to run, and the hardest to prove. The individual unit is cheap; the coordination is not. And when a campaign is made of thousands of small units in towns nobody from head office will ever visit, the question that follows every invoice is the obvious one: did it actually go up?

What we ran

Vehicle sticker campaigns and local formats across the network’s programming calendar, executed town by town across Andhra Pradesh and Telangana — including Tirupati, Warangal, Nizamabad, Kakinada, Guntur, Anantapur, Kurnool, Vizag, Vizianagaram, Rajahmundry, Chittoor, Khammam, Nalgonda, Mahabubnagar, Adilabad, Srikakulam, Nellore, Eluru and Vijayawada.

Multiple designs ran concurrently in each town, with separate counts held per design so that the mix could be checked as well as the total.

How it was verified

13,417 photographs were collected, renamed to a location convention, counted per town and per design, and reconciled against what was ordered. Town-level counts ran to several hundred each — for example 499 in Rajahmundry, 499 in Vizag, 499 in Kurnool, 497 in Kakinada, 489 in Nellore and 478 in Tirupati.

Counts that fell short of the order were visible immediately, because the count was kept per town rather than as one number at the end. A town at 348 against the same order as a town at 499 is not a rounding difference; it is a conversation with a vendor, and it happened while the campaign was still running.

What the client got

• One campaign across twenty-plus towns and two states, rather than twenty local arrangements
• A count per town and per design, not a single aggregate that hides the gaps
• Proof decks of the installed work, by location
• A repeatable pipeline that absorbs a new programming cycle without renegotiating the whole network

The point most agencies skip

Photographs are easy to promise and hard to do properly. Ours are counted against the order and reconciled with the vendor, which means we also see the duplicates, the unnumbered images and the blurred ones — and reject them. The number a client receives is the number that survived that check, not the number of files a vendor sent.

Client name withheld. Figures are drawn from our own operational records.

Running a state-wide campaign?

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