To target the affordable segment of smartphone users, Samsung India Electronics reaches Mumbai Metro travelers to create brand awareness for their J series of mobile phones. The campaign, launched by Times OOH, is a part of the brand's effort to create hype and to leverage on their mainstream campaign having Shahid Kapoor as a brand ambassador.

The campaign was executed through full train wraps including internal and external ones covering more than 5000 sq ft space along with static platform panels in Mumbai Metro. Along with static OOH, the campaign also used digital formats by advertising through metro television and digital screens inside trains, which are reportedly the most impactful and recalled medium in Mumbai Metro.

The campaign started as a month-long one but has been extended for a longer period taking the impact into consideration. "This media is suited for high impact and frequency reaching out to 31 lakh unique commuters a month. While the exterior branding is suited for large displays having Shahid Kapoor, internal branding is used for product displays. About 21 minutes of dwell time inside the train allows the brand to effectively communicate the message,” a source from Times OOH informed.