Top Story

e4m_logo.png

Home >> Out-of-home >> Article

HUL uses Mumbai Metro for Brown & Polson re-launch

13-January-2015
Font Size   16
Share
HUL uses Mumbai Metro for Brown & Polson re-launch

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.
 

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve