UP Govt goes outdoor in Mumbai to promote its progress

With the arrival of Investor Conclave in Mumbai, the UP Government recently showcased the state's several developmental initiatives through outdoor campaigns in Mumbai. Under the tagline "Umeedon ka Pradesh - Uttar Pradesh”, the campaigns went outdoor via different mediums like billboard, gantry, LED screen, bus que shelters, airport conveyor belts and bridges. Executed by Lucknow-based Origins Advertizing Pvt Ltd, a total of 120 sites in Mumbai were amounted in Mumbai.

Talking on this large-scale campaign, Rajnish Rawat, MD, Origins Advertizing, said, "We focused on the sufficient visibility in a city like Mumbai. That was the reason we took up a whopping number of 120 sites, in which we included almost all possible outdoor media mix. Maximum budget was spent in OOH for this campaign in comparison with electronic and print media. Fortunately, the campaign delivered maximum result to the client.” The campaign focused on the state's developmental measurements such as the express highway connecting Lucknow and Delhi via Agra, launch of Metro rail in Lucknow in another couple of years, flyovers and bridges across the state and amenities like water, electricity provided to the benefit of the farmers. Explaining more on the campaign, Rawat said, "Our idea was to project UP in a clean and progressive light, which is apparently tarnished. We wanted people to know about the progress and developments that have been spearheaded by CM Akhilesh Yadav.” The duration of campaign was 10 days, starting from September 1 to 10, 2015.

Similar to governments of Maharashtra and Gujarat, the campaign was aimed at attracting industrial interest towards the state. "CM Akhilesh Yadav has already mentioned positive response among industrialists towards investing in the state,” Rawat mentioned. Origins has already taken all LED screens in Lucknow and started operating about 2 years back, among which, half number of screens are booked by the UP Government. Similarly, they overtook LED screens in Noida that started advertizing about a year back and are also taken by brands like Kamla Pasand Pan Masala, Toyota and Samsung etc.