NDTV & Dettol promote'Banega Swachh India' in the outdoors

NDTV's Banega Swachh India, the most talked-about show featuring film maestro Amitabh Bachchan educating Indian people on better hygiene practices and environment, was promoted among the masses through outdoor media. The OOH campaign was executed across  Delhi and Mumbai extensively to promote the show that was presented on television by NDTV in partnership with Reckitt's hygiene solution brand Dettol.

The campaign used all possible traditional OOH formats like wall wraps, BQS and billboards. Outdoor media major Pioneer Publicity executed the campaign that lasted for a week to 10 days, depending upon the city and media formats. "NDTV wanted the mass appeal to be major as the show needed to garner a lot of excitement as it was a 12-hour long show and featured someone as famous as Amitabh Bachchan. We used some important vantage points for both the cities. Almost all premium locations in south and central Delhi along with Gurgaon and points like Carter Road, Bandra, Worli etc in Mumbai, were used for the campaign,” informed a source from Pioneer.

The show was aired in November last year and NDTV resorted to similar-sized campaign across both the cities that ran for the same time span.