Lakme captivates Mumbai with anamorphic DOOH campaign for Rouge Bloom collection

Lakme, a leading brand from Hindustan Unilever (HUL), has taken its marketing efforts to the next level with the launch of its showstopper Rouge Bloom collection through an eye-catching Anamorphic Digital Out-of-Home (DOOH) campaign in Mumbai. Designed to captivate makeup enthusiasts, this initiative adds a new dimension to Lakme’s high-voltage marketing strategy, amplifying its reach and sparking curiosity among commuters. 

The Anamorphic DOOH campaign is running exclusively on the Vakola Flyover Digital Billboard, one of the largest digital media assets in Mumbai, with Lakme occupying all available slots. Managed by Rapport India, the outdoor media arm of IPG Mediabrands India, this campaign targets 100% of the audience passing through this prime location. 

Strategically launched just ahead of the festive and wedding season, the campaign aims to create high recall for the new Rouge Bloom collection among its target audience. The 30×30-foot digital billboard at Vakola Flyover was carefully chosen for its size, high-definition display, and prominent location. Its ability to showcase anamorphic content enhances the overall visual experience, making it an ideal platform for this launch. 

Located on the Western Express Highway, a major artery in Mumbai, the Vakola Flyover serves as a key route for commuters travelling between North and South Mumbai, as well as those arriving from Mumbai International Airport. 

The centrepiece of this campaign is the Rouge Bloom Matte Lipstick, which is presented through anamorphic visuals, highlighting its standout features alongside Lakme’s brand ambassador. This visually immersive content helps reinforce the product’s appeal, creating a memorable impact on viewers. 

Lakme’s Anamorphic DOOH campaign is quickly becoming a highlight in the brand’s overall marketing efforts and is poised to be the talk of the town.