No half-way measures for Ishq FM when it comes to content

The OOH campaign was meant to intrigue the audiences into gazing at the advertisement more than once

Ishq 104.8 FM, which calls itself India’s first romantic radio station, has rolled out a campaign that will make audience take more than one look at the creatives. The creative at first glance looks unfinished but the intended message comes through clearly – that the FM station is rich in content and features 70% less advertisements than other popular FM stations.

The brand opted to run the campaign on different formats in Mumbai – billboards, bqs, etc. Bright Outdoor Media planned and executed the campaign on the city’s arterial routes, railway stations and highways for the duration of 15 days. The campaign was also rolled out in cities like Delhi and Bengaluru.