Madison OOH, the outdoor arm of Madison World recently launched the new variant of hair oil for Parachute. The campaign was focused in western suburbs followed by south and central Mumbai. Major arterial routes, high traffic junctions, around malls, multiplex, commercial and residential areas were covered through media placements. Frequency was built into the campaign through bus shelters which helped the brand penetrate into residential areas. Metro station branding was also done between Ghatkopar – Versova line, which caters to approx six lakh commuters per day.
Dipankar Sanyal, COO, MOMS, said, “It is always a pleasure to work with Marico and come up with interesting, innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.”
Prior to Marico, MOMS had executed the Mondelez Oreo campaign in Mumbai, last month.