Leading dairy brand Mother Dairy took a series of initiatives to mark the occasion of International Mother's Day, wherein OOH was part of the marketing mix. The campaign began with package re-branding which was later amplified with the support of the OOH medium through a series of hoardings at select high impact zones and bus shelters across Delhi/NCR and Mumbai. The objective of the campaign was solely to celebrate International Mother’s Day and saluting the mothers of India.

In Delhi, over 40 OOH sites were chosen at high footfall zones such as Connaught Place, Sarojini Nagar Market, Chankyapuri, South Extension, Janak Puri District Centre, Nehru Place, etc. along-with peak traffic areas such as Dhaula Kuan, Punjabi Bagh, Peeragarhi, Ring Road, Akshardham Metro Station, Karol Bagh Metro Station, Okhla Mandi, etc.

In addition, various hoardings across different sectors of Noida were selected by the brand. One hoarding was also placed in East Delhi, located at the popular landmark – the Mother Dairy Plant – in Patparganj. In Mumbai, around 25 sites were strategically covered across the areas of Peddar Road, Haji Ali, Byculla Junction, Worli, Andheri, Goregaon, Vashi Toll Naka, Juhu, etc.

The sites were selected basis the amount of traction they drive in the designated areas. Thus peak traffic areas and high footfall zones such as key crossings & intersections, bus shelters, etc. were selected to execute the campaign.

The outdoor campaign went live for 10 days.