Bengaluru’s Cult turns OOH into playground

An unconventional workout centre, Cult motivates the Gen X for a healthy living through a hard-core innovative outdoor campaign rolled out exclusively in Bengaluru. Targeted at 22-35 age group in SEC A & B, the campaign named #YourNewPlayground was designed to connect with the zeal of athletes and convince them to join a community of fitness enthusiasts who have the same aim — a healthy lifestyle to get fit through the combination of sports and group workouts.

To accentuate the different innovations carried out for the campaign, the agency vigilantly selected the formats; for instance, billboard was used to showcase ladder climbing wherein gantry was utilized to depict the yoga pose.  The innovations were executed at different locations such as Domlur/Indiranagar flyover and also at the Koramangala – Agara – Sarjapur site.

Executing such skillful campaign was exciting for the agency as well as Jayesh Yagnik, COO, MOMS said, “We at Madison OOH have always believed in doing things differently and standing out from the rest. This gets further amplified when the market is saturated and cluttered like it is in peak season time. We are glad that we have partnered with Cult not only in execution but also in the ideation process. This is a classic example of hyper-local advertising through OOH with a bang in a single market. We are excited about our partnership with Cult as a brand and looking forward to make our association stronger and execute many more innovations in time to come“.

Satisfied with the outcome, the Cult team stated, “We were happy to see that MOMS truly believes in Innovation and supported Cult at all stages, right from adaptation of designs to execution of the innovation. They ensured that the quality of the brand is upheld and payed attention to detail. Co-ordination with the execution team was seamless. We look forward to doing a lot more innovative OOH campaigns with them”.