Clear Channel India is currently executing an outdoor campaign for English daily Daily News & Analysis (DNA) in Mumbai. The campaign has used various outdoor media formats to create the necessary impact and drive the message of social evils across various target groups in Mumbai. The first initiative that has been undertaken by DNA in conjunction with the Mumbai Traffic Police is to draw attention to the number of lives lost to drunken driving, and thereby create awareness about this evil.
According to Robin Carruthers, National Head, Clear Channel India, “The objective was to highlight certain social issues in Mumbai. The issue that we tackled was that of drunken driving. We are going to highlight a series of these messages in the next 45-60 days.”
The campaign has a consistent theme, and has been divided into three main messages. The messages are ‘Famous Last Words – Last one for the road’, ‘Famous Last Words – Of course I can drive’, and ‘Famous Last Words – I'll be home in 20 minutes’.
Varying media formats including large format media billboards and variable messaging services (VMS) have been used at strategically placed locations throughout the city to maximise the impact of the creative. Instead of leaving the viewer saturated with the same images, the billboards have been planned in such a way that it would makes people want to look forward for more messages on those lines. The campaign has successfully managed to get people to take notice of the stark creatives.