ITC tempts Delhi foodies on OOH

Sunfeast YiPPee!, the instant noodles snack from ITC, recently rolled out an outdoor campaign in Delhi with JCDecaux India. The brand has exclusively taken JCDecaux street furniture to capture the audience on-the-move.  

The brand is reaching out to make a positive brand perception amongst the food lovers on the streets, targeting kids and decision makers of the kitchens in Indian household, besides youth and working professionals who are constantly on the move, countingon quick & easy snacks for a quick bite. 

Sunfeast YiPPee has leveraged bus shelter advertising as this eye-level medium of visibility engages vehicular & pedestrian traffic effortlessly. The brand has covered a full-fledged residential network formed by nifty JCDecaux Citylights across the city and arrayed about 150 bus-shelters in the major residential clusters of the city. 

The creatives showcase the vibrant packaging of the two noodle variants - Magic Masala & Mood Masala and in the process enhances the city aesthetics. 

In addition to Sunfeast YiPPee!, JCDecaux street furniture is also lit up with ITC’s Aashirvaad atta & ‘Bingo! Tedhe Medhe’creatives to build positive brand recall amongst the viewers. 

“At ITC, we strongly believe in engaging with consumer at every relevant touch point. The OOH campaign with JCDecaux is to accelerate share gain among metro markets as more and more people are coming back to the streets for work or leisure. The YiPPee! OOH campaign is getting encouraging reactions for the coverage of the city, choice of locations as well as for the effectiveness of the creative. Therefore, we are planning to extend the campaign. JCDecaux helped us towards identification of the right sites as per the brief to bring the idea alive with a quick turnaround time. Their team explored Delhi meticulously to get relevant sites at appropriate rates and have also been helping us in constant site monitoring,”  says Aishwarya Pratap Singh, Head of Marketing-(Snacks, Noodles & Pasta), ITC Limited. 

“It’s an honor to be associated with a brand like ITC that has a huge portfolio. Having their repeated trust to advertise exclusively on JCDecaux media is encouraging. JCDecaux street furniture in Delhi is widely spread & strategically positioned at major arterial routes in the city, making sure campaign reaches as many audiences as possible. With ITC covering major residential colonies in the city, JCDecaux residential network caters to the nearby local markets that act as the last window of influence for the shoppers. The campaign is perfectly spread out with optimum exposure & elevated frequency,” says Raheel Amjad, Deputy MD, JCDecaux India.