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).
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.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking