‘OOH advertising is a good catalyst for product promotion’

FMCG brand Ganesh Papad is planning a fresh campaign in select Tier 1 cities

Speaking to Media4Growth, Harshal P Chheda, Director of Mumbai-head quartered Ganesh Papad, said the brand sees OOH advertising as a compelling avenue for promoting its product offerings. Ganesh Papad has been in the business for over 50 years, and uses the OOH advertising to connect with both retailers and consumers.

“In the smaller cities, product branding on hoardings is more effective than ad insertions in the local newspapers. We roll out campaigns on hoardings in Tier -2 cities and rural areas,” said Harshal.

The brand has run campaigns in cities like Pune, Nagpur, Aurangabad, Nashik and rural areas of Maharashtra – Sangli, Satara, Sohlapur. “Our most recent outdoor branding activity was unveiled in Kolhapur a few months ago, to promote ‘papad atta’.”

The brand is now planning a fresh campaign for the promotion of its new range of ‘papads’ and snack items in select Tier 1 cities.