MOMS Outdoor takes OOH route for Quik Dry Towels monsoon campaign

MOMS Outdoor, a unit of Madison World, has executed a multi-city OOH campaign for Welspun Living’s QuikDry Towels, transforming familiar monsoon challenges into contextual and engaging outdoor innovations across Mumbai, Delhi and Bengaluru.

Built around the thought ‘One Problem. Three Different Monsoons.’, the campaign brings Welspun’s ‘Kyunki Farq Padta Hai’ philosophy to life by recognising that while monsoons are experienced across the country, their impact on everyday life differs from city to city.

Through a combination of billboards and bus branding, the agency has created city-specific executions that demonstrate the functional benefits of Welspun’s QuikDry Towels while making the OOH medium an integral part of communication.

Commenting on the campaign, Jayesh Yagnik, CEO, MOMS Outdoor, said, “The strength of OOH lies in its ability to turn everyday consumer insights into experiences that people can see and relate to in their surroundings. With Welspun’s QuikDry Towels, we looked at how the monsoon manifests differently across cities and used those nuances to shape the executions. From bringing real rain to a billboard in Mumbai to recreating the familiar act of wringing out a wet towel in Delhi, the campaign uses the medium to demonstrate the product benefit rather than simply communicate it. It is this combination of context, creativity and functionality that makes OOH a powerful medium for brands.”

“Every household has felt the frustration of a towel that stays damp through the monsoon. We didn’t want to simply talk about QuikDry solving that problem, we wanted to make the benefit visible in the real world.That’s why we took the towel’s actual texture and colours onto buses and hoardings across Delhi, Mumbai and Bengaluru, with the communication adapted to how the monsoon behaves in each city. When a product is designed to solve an everyday problem, we believe the advertising should feel just as relevant to everyday life,” said Ruchika Arora, CEO, Welspun Living Domestic Business.