Vithoba OOH campaign at foodmalls

Vithoba, an ayurvedic toothpaste brand reportedly made from natural herbs, claims to be a perfect solution for dental hygeine. With this proposition, the brand went out to tap target consumers with activations at seven highway food malls on the Mumbai Pune Express way also tapping the private bus stops located there. The activity, that began from September and will continue till December 2013, went on at each of the five food malls with sample distribution of the product being a big part of it.

Pune based outdoor agency Vritti solutions Ltd helped the band connect with the target consumers with a 360 degree communication that included displays, jingles and other visual and interactive marketing. The idea was to target people travelling long distance with halts for refreshment at locations like Drive Inn, Hotel Food Hub, Hotel Kailash Parbat, Hotel Neeta Inn etc. The Vithoba campaigns strategically placed at various locations is bound to grab the attention. Various formats like sign boards, cutout standees, product model displays and audio jingles have been used to reinforce branding.  

Rajesh Radhakrishnan, Director Marketing , Vritti Solution Ltd says talking about it, “For the Vithoba campaign, we planned  a 360 degree communication (jingles,visual and interactive marketing) at highway food malls. ST Asiad , Shivneri, Volvo and other private bus stops at the locations and they are the target customers. At these food malls, multiple number of 42 LCD screens have been put up by us along with an PIS system (an automated bus departure systems) so that passengers are alerted when the bus is about to leave the food mall .We run advertisements in between the announcements and this enabled Vithoba to reach out with their communication to over a lakh of people every single day. The combination of giant dongle, audio visual advertisements, sampling and promotions at these foodmalls helped the brand create a great impact among its TG.

Karthik Shende – Director, Vithoba Industries Pvt. Ltd says sharing his take on the campaign, “We wanted to promote our Vithoba paste in western Maharashtra and Vritti came up with the idea of branding and activation at highway food malls on express highways .This was apt and an excellent transit place where we intend to reach over 25 lakh people in a month. Besides, the floating population every 20 minutes makes it even more interesting. We designed a unique giant sized Vithoba paste dongle along with audio communication which is attracting people to our stalls. The giant dongle has successfully caught eyeballs and the campaign is running very well at all the sites.”