J K Helene Curtis Ltd’s Park Avenue brand, known for its stylish and innovative wardrobe solutions for men, launched an extensive OOH campaign to build a large presence for its deo offering, as also to drive the sales. The premium lifestyle brand targeted men in the SEC AB groups falling in the 25-44 age group with the ‘Your Style Your Fragrance’ proposition. That was typically the office-going segment that is active in high-powered corporate meetings, social gatherings or celebrations.

MOMS Outdoor Media Solutions planned and executed the campaign that ran for 14 days in six key cities -- Mumbai, Delhi, Kolkata, Bengaluru, Hyderabad and Chennai. To generate high-frequency and increase sales, the OOH firm used a mix of large formats for impact, LED-lit formats and bus shelters for high reach.

Commenting on the campaign planning and execution, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, told Media4Growth: “Park Avenue deo is one brand which gives us the leverage to do different things, yet in a traditional way. We have always tried and managed contextual and relevant touch point branding in the highly cluttered deo category. This summer the idea was to create larger than life impressions for the brand, yet reaching out to the highly dense residential and commercial areas in all the top metro cities.  People should be able to relate with ‘Your Style Your Fragrance’ and we are happy that we have successfully managed to create the impact through large format media and innovations with the desired amount of reach at relevant places.”