'Asbah' relies heavily on OOH

With the ongoing festive season, FMCG marketers are trying to connect more with the consumers everyday. The latest entrant in the chase is food / staple brand Asbah which has recently launched exclusive outdoor campaign with JCDecaux for its launch in Delhi/NCR.
 
Asbah is a brand owned by DCP India (P) Ltd and is also a social brand: strongly committed to women empowerment. The brand achieves this by using a part of its earnings to provide education, sports training and skill development to underprivileged women around India and the world.
 
Commenting on the launch, Gaurav Jain, founder of ASBAH, says, "Food is a very important element during festivities in India and rice being a staple food takes the center stage for special preparations. Making the most of this merry season, we have already placed our products at more than 1000 retail outlets in Delhi/NCR.”
 
The initial launch is aimed at creating awareness about their social cause among the consumers in the city. They are currently running a'women for women' campaign in social media which is being highlighted in their outdoor creative's'.
 
"With a diverse product line catering to every pocket size, we needed a pan city presence for a wider coverage of our marketing campaign. The predefined Traffic Network rightly matched our strategy with over 150 Citylights spread across the principal connecting points in Delhi, commanding high-density consumer exposure”, adds Gaurav Jain.
 
"It is indeed an honour to be part of a social campaign and we appreciate the confidence Asbah has placed in our media solution for their launch in Delhi. We are looking forward to providing them with the best possible service for their campaign”, comments Olivier Heroguelle, Managing Director, JCDecaux India.