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Provocative creatives add punch to Square Yards’ campaign

By M4G Bureau - October 26, 2021

Platinum Outdoor helped the brand achieve clutter breaking impact with a guerrilla marketing approach and 500+ high impact media, including the largest outdoor media in Asia -- the 120 ft x 122 ft hoarding on the busy Bandra ROB in Mumbai.

Real estate platform Square Yards has unveiled its new OOH brand awareness campaign for Delhi-NCR, Mumbai and Bengaluru cities and Madison World’s outdoor specialist agency Platinum Outdoor helped the brand achieve clutter breaking impact and visibility.

The campaign objective was to increase brand awareness and increase traffic on the web by establishing Square Yards as the first choice amongst users in the property search space. This is the second campaign to be launched by the brand – unfurled on October 15. The first campaign, done in mid-September, witnessed a 30% increase in direct traffic, according to the company release.

500+ media are used in the current campaign across Delhi, Mumbai and Bengaluru. Impact sites have been taken at airports, key congregation points like Western/Eastern Express Highway, Juhu, Mahim Causeway, Navi Mumbai, Thane, Moti Bagh Ring Road, MG Road, Dhaula Kuan, Rajouri Garden, DND, CP, Hebbal flyover, Mysore road to name few across these cities.   

The agency has used a guerrilla marketing approach to make the campaign unmissable and the talk of the town with 4 interesting and provocative creatives:  “Can We ask your Wife out on a Date?”, “Threesome on your bucket list?”, “S**t just got real” and “Your dream home doesn’t exist.”

What’s more, the agency has taken up the largest outdoor media in Asia, a hoarding of size 120 ft x 122 ft in Mumbai, on the busiest location of Bandra ROB that caters to the traffic from South Mumbai and Worli Sea link towards the Western Express Highway. 

Yashdeep Singh, Principal Partner and Head of Marketing, Square Yards, said “Square Yards’ grand OOH brand awareness campaign across cities is expected to strike the right chord with home buyers this festive season and catapult our brand as the first port of call among property seekers. We are in the thick of disrupting the property industry through our digital homebuying services and this impactful mega innovative outdoor blitz will educate, inform, and equip people to experience these services when they buy a home. We are happy to have had Platinum Outdoor on board as our outdoor media partner as their immense experience has ensured smooth planning and execution for us. We are sure that we will be able to light up the outdoor space with our visual branding displays by leveraging their valuable expertise."

Says Dipankar Sanyal, CEO, Platinum Outdoor and MRP, “The Square Yards campaign checks all the boxes for a great outdoor campaign, it has been very exciting for our teams to plan and execute this mega campaign. The campaign has already done wonders for the brand.”


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