What Is KILB?

In India, an outdoor campaign has been launched (OOH, TVC, Print) recently, asking users ‘Kyaa Aapko K.I.L.B hai?’ What is K.I.L.B is something that no one has any answers for, just that it seems short for Kill Bill . Indians have started searching the web left right and center wondering whatÃ‚Â K.I.L.B refers to. Here is a sample of the ad.

On 5th August K.I.L.B is among top 10 search terms in India (when i checked) according to Google Trends (yesterday its a 18th rank). I guess that’s a considerable number keeping in mind that K.I.L.B is promoted primarily using OOH (Out Of Home media) and rare TVC’s (Tele Vision Commercials). (Click on the images for more clarity)

I have a feeling the people behind this viral campaign did not expect the audience to go online and search for it on the web as I see no online marketing in the same lines. A Praneeth puts it, “Online/offline integration happens when advertisers/marketers look at bigger picture, gauge what different mediums can do to the campaign and execute it in a mix of mediums(if needed) than push one over the other. But in many cases agencies/advertisers end time and energies arguing the pros and cons of one medium over another.”