Dairy products major Parag Milk Foods launched an extensive campaign in the east to position its ‘Double toned 1,00ml’ packs to people on the move. The campaign, planned and executed by MOMS Outdoor Media Solutions in Kolkata, Rest of West Bengal and the North East, was principally targeted at the working population. The OOH firm mainly used large formats to drive the campaign in the target cities, but also used bus back panels and AC bus branding in Kolkata to build high frequency.

The campaign was executed in Kolkata, Siliguri, Jaigaon, Darjeeling, Karseong, Kalimpong, Jorethang, Rangpo, Gangtok, Kokrajhar, Guwahati, Tinsukia, Golaghat, Rangia, Dergaon, Barpeta Town, Baihata Chariali, Hajo, Digboi, Bokaghat, Tezpur, Dimapur, Imphal, and Shillong.