iD brings health food on OOH table
By Satarupa Chakraborty - January 06, 2017
The campaign, planned and executed by Times OOH in Mumbai, is part of a 360 degree media plan integrating print, radio, digital and BTL activities
In a bid to break the myth about packaged food and encourage people to take the health food route, iD Food’s latest OOH campaign in Mumbai promotes its natural food products that are chemical and preservatives free. Executed by Times OOH, the campaign used formats like bus shelters, gantry, digital screens at Metro stations and at the airport. Part of a 360 degree media plan integrating print, radio, digital and BTL activities, the campaign has a strong focus on outdoor with hard hitting communication and a well-integrated execution strategy.
Mithun Appaiah, VP Sales and Marketing, iD Food, said, “This is the first mainstream campaign by iD Fresh Food in the city of Mumbai. Our strategic approach for implementing this campaign was to communicate to the customers the importance of eating natural and healthy. We have taken a 360 degree media approach in Mumbai to ensure maximum reach and visibility within our target audience.”
With the bus shelter campaign, the brand aims at reaching out to south and west of Mumbai which covers close to 800 bus routes. The Patel Bridge gantry which is a prime and vantage property aims at targeting a minimum of 5 lakh onlookers daily. Besides these traditional mediums, the brand has also taken 106 odd digital screens across the Metro stations with large format screens at Mumbai airport as well.
As per a Times OOH official, “With a strategic media approach, the OOH campaign of iD Fresh Food was planned as the brand wanted to encourage the consumption of healthy and 100% natural food products. Thereby, to create a buzz and reach out to the food lovers, fitness enthusiasts and relevant TG of Mumbai, an outdoor advertising campaign was executed in various media formats.”