Dabur has undertaken an innovative campaign for its bleaching brand OxyLife. Oxygen has many benefits for our skin and the same is being conveyed through a special display installed at NH24 Triangle in Delhi.
With ‘Flawless Fair Skin, The Oxygen Effect’ as its tagline, the display has real bubbles originating from a 3D pack of OxyLife floating all over the display to emphasise the benefits of oxygen for the skin and its health. The real-life bubbles floating over the display attracts attention and helps create top-of-the-mind recall for the brand. This is a first-of-its-kind innovation and has created a lot of buzz and excitement with commuters and prospective users, shared an official release.
Commenting of the campaign initiative, Rakesh Endlaw, Chief Executive Officer, Adbur, the in-house ad agency of Dabur said, “‘The Oxygen Effect’ message was difficult to deliver in a striking manner through a staid outdoor display. The idea of oxygen bubbles emanating from a 3D pack of OxyLife was effectively translated to action by the technical team of JCDecaux. The display delivered an astounding recall and excellent association with brand properties.”
A special mechanism has been installed at one of the JCDecaux Information Panel which is continuously releasing bubbles from the 3D pack of OxyLife adding dynamism to the static display. NH24 Triangle is located at a high traffic junction and caters to a large number of commuters, offering high visibility.
Commenting on the campaign execution, Dipanakar Chatterjee, Chief Operating Offer, Street Furniture, JCDecaux India said, “We are excited to be working with such a reputed brand. JCDecaux provides effective reach through its pan city presence along with delivering high impact through innovations. Brands such as Dabur, Citibank, Airtel, Reebok are finding JCDecaux medium to be very innovation-friendly and are utilising them to maximise their reach and impact.