DFM Foods-owned CRAX Fritts has created a clutter-breaking OOH brand presence in Delhi NCR with metro train branding on the DMRC Pink Line. The blanket branding of Fritts’ new flavours, launched in association with Times OOH, targets the youth audiences in particular with the persuasive message ‘Dimag Matt Khaa, Fritts Kha’. Times OOH holds exclusive ad rights for metro train branding on the DMRC Pink Line, whereas The Brand Sigma is the OOH agency for this campaign.  

For this campaign, CRAX Fritts has taken up the exterior branding of the rakes, as well as branding of 72 display panels inside the compartments, apart from brand displays on the PIDS screens that feature information for passengers. The creatives for the campaign are in vibrant colours with evocative messaging.

The Metro trains running between Majlis Park and Shiv Vihar stations on the DMRC Pink Line connect 38 stations and the ads are expected to command the visibility to an estimated 2 lakh+ eyeballs daily. The Pink Line also has interchanges with nearly all other major lines like Yellow, Blue, Green, Red, Orange and Violet. Moreover, this line sees movement of students studying in Delhi University South Campus colleges, young professionals commuting to South Extension, and shoppers visiting Sarojini Nagar, Lajpat Nagar, South Extension and INA markets.

“Crax Fritts is an iconic brand from the family of products by DFM Foods Ltd. The brand should connect and become part of a day in the life of the target audience in an interesting way. The Pink Line has 38 metro stations en route and maximum interchanges stations that connect other lines of the DMRC network resulting in lakhs of daily impressions for the brand,” shares Divya Jyoti, Business Head- North, The Brand Sigma.

“Crax is a youth-oriented brand with fresh brand positioning engrained with light and fun elements. It goes quite well with the Pink Line Metro Train branding that caters to the young audiences who commute to study, and shop in South Delhi from across the entire Delhi NCR. Besides, the Pink Line, being well connected with all major lines of metro, gives extended visibility to the brand,” states Anchal Dhawan, Business Head, Times OOH.