MICL amplifies ‘Roar of the Rare’ with premium OOH campaign across Mumbai

Real estate developer MICL has launched a city-wide Out-of-Home (OOH) campaign for its premium residential development, ‘Roar of the Rare’, establishing a commanding presence across Mumbai through a mix of landmark billboards and Digital Out-of-Home (DOOH) media.

Conceptualised by Outcast Republic and executed by Media Buying House, the campaign was rolled out on premium media inventory across Mumbai, strategically targeting affluent audiences and key commuter corridors across the city.

The campaign featured high-visibility assets across Western Express Highway along with premium sites across Juhu, Vile Parle and other key locations.

Designed to maximise reach and recall, the campaign combined the impact of large-format static billboards with the flexibility of DOOH, ensuring the brand maintained a consistent presence across multiple audience touchpoints.

The luxury-themed creative, featuring a sleek residential backdrop alongside a striking panther visual, reinforced the project’s premium positioning while creating a strong visual identity across the city.

By integrating static and digital formats, MICL ensured the campaign remained visible throughout the consumer journey, delivering sustained brand presence across Mumbai’s high-footfall and high-value locations.