Bharat Matrimony, India's leading matrimonial website launched an OOH campaign named'Take marriage in your own hands' to promote its latest mobile app service. In association with Times OOH, the brand created a complete innovative road block campaign through exclusivity and complete brand dominance in Mumbai Metro One, while inspiring audiences through continuous brand story telling. The two-month long campaign has been deployed at metro media and BQS exclusively.

Various outdoor inventories such as metro platforms property, metro pillar wrap units and BQS were used to create a complete brand story and act as a continuous reminder to the customers' at the exclusive locations. The Mumbai Metro platform level was utilised to reach the target audience with 100 per cent visibility in high dwell time areas across 12 stations. About 110 pillar wrap units were taken for higher frequency builder and exclusive bus shelter media display was used to reach the specific targeted audience.

"We wanted to launch the Bharat Matrimony mobile phone app in a big way. The Mumbai Metro provided just the right audience for us. The passengers are young, upwardly mobile and smart phone penetration among them is very high. We also opted for BQS in key parts of the city to build visibility and frequency. We would like to thank Times OOH for devising a campaign in Mumbai with exclusive locations and clutter free displays,” said R. Kamalakumar, General Manager Marketing - Bharat Matrimony.