Poorvika Mobiles, a Bangalore based retail brand, has rolled out an eco-friendly OOH campaign. The brand opted for OOH advertising considering that the city has slow moving traffic, with the average on-road speed being 18 kmph. The campaign has been rolled out on bus shelter media, using eco-friendly, recyclable textile fabric that is 100% plastic free. The new reusable fabric provides the same look and feel of traditional media while abiding by the new mandate.

“Poorvika wanted to drive high footfalls to its retail stores and wanted a cost-effective way to reach out to maximum crowd in Bengaluru. The bus shelters that were selected are in the proximity to places that witness large crowds, such as schools, malls and colleges,” said a Times OOH spokesperson.

But there were more factors at play to catch the onlooker’s attention, than the dwell time. “We chose a bright and contrasting colour combination for the creative to look great on the bus shelters and wanted to paint the city with more colours,” said Sandhya Vinu Prasad, Managing Director, SS Flip and Find, the agency that handled the campaign on Poorvika’s account. Lit sites were carefully selected on dull streets ensuring that the brand communication stands out.

The campaign has worked out well and so the brand has decided to extend the campaign for a longer duration. Siva Kumar, Head - Marketing, Poorvika Mobiles explained, “With the widespread reach of the bus shelters maintained by Times OOH, we have managed to get a good response to our retail stores. Seeing this, we decided to extend the campaign up till 2019”.