In an innovative way to introduce their coolers for summer, Café Coffee Day has released a multi-city OOH campaign. Part of their 360 degree campaign, the radio and outdoor has been executed by Platinum Outdoor Pvt Ltd. "Café Coffee Day launched its summer beverages (total 4 beverages) in the cafes across metros by April 1, 2016 . We are primarily looking forward for outdoor and radio for this. Below is the list of cities we will be launching however the focus will be on top metros,” a source from the brand said. Targeted at the youngsters aged between 15-24 years, the campaign gives winter-effect by capping the hoardings with faux snow line and day-and-night effect. Dipankar Sanyal, CEO, Platinum Outdoor, said, "The idea was to give an effect of winter in the scorching heat. We have used backlit hoardings so that the effect runs through day to night.”

The campaign used a varied format folio including billboards, unipoles, BQS, center median,  gantry, metro pillars, flag poles, utility, muppi, façades, subway panels, road medians etc. Using arterial roads, approach routes to cafes, and near youth hangouts of cities like Kolkata, Mumbai, Delhi-NCR, Pune, Chennai and Bangalore, the campaign used a total space of approximately 65,000 sq ft.