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.