Festive season renders a new dash of colours to Mumbai OOH
By Shradha Mishra - October 05, 2018
Busy stretches like Western Express Highway, Bandra and S.V. Road see a spate of new campaigns by major brands
The Mumbai OOH landscape is once again replete with large format advertising by a whole range of brands, signalling the arrival of the festive season. Busy stretches like Western Express Highway, Bandra and S.V. Road featured advertising by FMCG, automotive and real estate brands in the main.
Among the fashion and lifestyle brands that were predominantly seen on the large formats, Biba, FBB and Jabong stood out in the stretch from Andheri to Jogeshwari. The main highlight of the creatives of these fashion brands were the showcasing of their new autumn - winter festival and casual clothing collections, as well as the discounts that are on offer.
Local real estate brands build up their equity further in the city in the run up to the festive season. The promotion stood out on gantries around the Bandra Kurla Complex and on the International Airport Highway. These firms are reaching out to the audiences with luxurious yet affordable housing propositions.
Mercedes Benz a global automobile marque, launched an outdoor campaign to promote its cars in the city. The campaign covered vast stretches of the city including W.E. Highway and Eastern Express Highway. Traditional large formats had been used to give the car campaign a visible presence in the outdoor.
Britannia through its OOH campaign promoted the 100th anniversary of the company. The campaign covered the stretch of E.E. Highway, Mumbai – Pune Expressway, including the suburbs. The campaign was rolled out on the hoardings with cut-out innovations. The idea behind the refreshed look of the brand was to make it more suited to the demands of the new consumers.
Entertainment brands like Sony Liv, Eros Now, Amazon Prime, Hotstar Premium, Zee 5, Disney too marked their OOH presence. The brand campaigns include innovative hoardings, clusters, backlit and big hoardings for promotions.
Eros Now, the subscription-based video on demand (SVOD) platform by Eros International launched a campaign to promote its first original series - Side Hero. The campaign was seen on the W.E. Highway stretch and areas of S.V. Road.
Hotstar Premium and Amazon prime used OOH to promote the new season of the series – Patrick Melrose and Karanjit Kaur. Whereas Sony Mix, Lufthansa, Mega Icons utilised back to back hoardings in Bandra reclamation. Lufthansa also ran its campaign on 3 back to back hoardings in Bandra Reclamation area and one big hoarding on the Bandra Highway.