Greenlam, a player in the laminates business, has undertaken a high visibility outdoor campaign in Mumbai and Delhi. Around 100 outdoor units have been used for the same. The initiative is executed by DDB MudraMax.
The campaign went live last week and will continue for next 15 days in Mumbai and for a month in Delhi. The aim is to take prime sites in these markets and have visibility at key areas after every two kilometers to create a larger than life impact in limited spends. Cut outs and a flower decor innovation at a prime site in Mumbai are the highlights of the campaign.
Commenting on the execution, Mandeep Malhotra, President, DDB MudraMax said, “We are really proud to be associated with the brand. There were couple of more agencies involved in the pitch; we worked really hard and got an opportunity to work on the brand. It’s a delight for any agency to work on brands which are innovative and believe in doing quality yet cost effective campaigns. I am sure we will set a benchmark with this campaign and will strengthen our relationship in the time to come.”
In Mumbai, MudraMax created clusters in areas such as Worli Sea Link and Bandra Linking Road. Various formats of media have been used – from billboards to pole kiosks – and each media had a specific purpose in both the cities. If billboards have worked to give the campaign a premium feel, then pole kiosks worked as reinforcement medium. The corridors of Linking Road and Worli Sea Link gave the opportunity to play with different creatives, shared an official release.