Dailycious Milk flows out on to the OOH streets of Kolkata

Mother Dairy launched an extensive OOH campaign in Kolkata to promote its ‘Dailycious Milk’ brand. The campaign, planned and executed by Kinetic India, gained a highly visible presence in the transit and market areas of the city. The overriding objective was to create a high recall value for the brand around the time of the Bengali New Year.

Kinetic used an assorted media mix to build the desired reach and frequency for the campaign. The media mix included billboards, unipoles, bus shelters, Metro branding, traffic police booth branding, among others. The sites were handpicked based on their relative positioning and visibility. Due attention was paid to select sites at major intersections and thoroughfares in the city. The campaign featured three different creatives.

Kinetic explained that traffic police booths and bus shelters were used to give a widespread reach for the campaign. Transit media like metro train exterior and interior branding were used to create a steric effect. Volvo bus branding ensured coverage across the length and breadth of the city. Conventional media like billboards and unipoles were used for the big impact, while bus back panels were used to create a visual variety and frequency multiplier effect.