PharmEasy rides Mumbai Metro tagging social media

Medicines delivery app PharmEasy has rolled out a unique OOH campaign in Mumbai to build mass awareness of its brand and app. The brand has opted for wrap of Mumbai Metro rakes as well as use of digital OOH formats set up on the platforms that are integrated with Twitter to deliver a big impact on the target audience. The campaign has been executed on Times OOH sites on the Metro network. The wrap advertising has been executed for a period of two months, whereas as the advertising on digital OOH formats will remain for a one-month period.

Commenting on the campaign, Saumil Pareekh, Senior Marketing Manager, PharmEasy, said, “We wanted to do an extensive campaign around the brand using Twitter integrated with digital OOH media formats to deliver a brand impact on our TG. Being in the pharma industry, one has to be handy all the time to the consumers. Hence, we launched the PharmEasy app. To make that public, we opted for Metro wrap advertising.”

This was not only PharmEasy’s first OOH campaign, but was also the first instance of a digital OOH campaign being integrated with social media in the Metro advertising space. Elaborating on this, Times OOH official said: “This was the first time in the OOH advertising industry in India that Twitter integration has been implemented in a public domain like a Metro station. Times OOH feels proud to have executed this campaign in association with PharmEasy and looks forward to many more such initiatives in the future”.