In this age of smart homes, SPACES, a Welspun retail brand offering a wide range of bed linen, bath products, and other home furnishing accessories, unveiled an innovative OOH campaign to promote its new temperature-adjusting bedsheet brand -- HygroCotton. The OOH duties were handled by MOMS Madison Outdoor Media Solutions.

The brand sought to draw the attention of SEC A+ to B women audience in the 25-45 years age group. Going by the brief, the agency designed a high-frequency campaign using large formats located in the shopping areas. The campaign was executed in 18 cities including Mumbai, Delhi, Bengaluru, Chennai, Kolkata, Hyderabad, Pune, Nagpur, Ahmedabad, Surat, Vizag, Lucknow, Ranchi, parts of Kerala, Guwahati, Chandigarh, Ludhiana and Jammu.

The bedsheet feature needed to be communicated in an extravagant manner hence the agency unveiled several innovations to amplify the campaign. The hook of the campaign was the text highlighted with LED lighting asking audience ‘What‘s Your Bedsheet’s Superpower?’ Also, LED cutouts and backlit boxes were used on the sites in Mumbai, Bangalore, Hyderabad and Ahmedabad markets, whereas in the other markets, billboards, gantries, LED screens, BQS, etc. were used for the campaign.