Top Story


Home >> Out-of-home >> Article

HUL uses Mumbai Metro for Brown & Polson re-launch

Font Size   16
HUL uses Mumbai Metro for Brown & Polson re-launch

HUL relaunched the Brown & Polson custard powder brand with an OOH campaign focusing on the Mumbai Metro. The 15 day campaign was launched at Andheri, Ghatkopar and WEH stations on the Mumbai Metro line. The three stations were selected since they see 55 per cent traffic as compared to the rest.

To carry out the campaign, HUL partnered with Times OOH, which has rights for outdoor advertising on the Mumbai Metro for 15 years (starting December 2013).

Times OOH wins Mumbai Metro account for 15 years

The campaign was carried out between December 28, 2014 to January 12, 2015. The campaign utilized 99 networked 55” HD screens across three stations running 15 second ads.

Arghya Chakravarty, CEO of Times OOH said, “We are very excited to have flagged off the digital media at Mumbai Metro one with a bang in partnership with HUL! The screens are in the high traffic stations and due to the appeal of the bright and dynamic visuals become hard to miss. HUL capitalized on the inherent benefits of the media such as frequency building and highlighting multiple benefits through their multi-creative campaign. We hope that this network becomes a real clutter breaker in Mumbai and more advertisers leverage it for their brand communication needs.”

Installing the double sided screens on pillars was a challenge as a new type of mounting system had to be developed especially for these screens. “We also built the entire network to be controlled remotely. This was the first ever synchronized digital network in Indian metro stations to capture the attention of moving audiences,” said Times OOH in a media statement.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...