Times OOH gives HUL’s’Brown & Polson’ pride of place on Mumbai Metro digital screens

Hindustan Unilever Ltd (HUL) has launched a digital OOH campaign to promote its relaunched product Brown & Polson Custard Powder. The campaign is running on Times OOH owned digital screens at the Mumbai Metro One stations in Andheri, Ghatkopar & WEH that account for 55% of passenger traffic. The campaign covers 99 networked 55 HD screens. This is the first synchronised digital network executed on any Indian Metro line.

Arghya Chakravarty, CEO, Times OOH, said, “We are very excited to have flagged off the digital media at Mumbai Metro One with a bang in partnership with HUL! The screens are in the high traffic stations and, due to the appeal of the bright and dynamic visuals, they are hard to miss. HUL capitalised on the inherent benefits of the media such as frequency building and highlighting multiple benefits through their multi-creative campaign. We hope that this network becomes a real clutter breaker in Mumbai and more advertisers leverage it for their brand communication needs.

It was a complicated task for Times OOH to install the double-sided screens on pillars as a new type of mounting system had to be developed, especially for these screens. They also built the entire network to be controlled remotely.

A Mumbai Metro spokesperson said, “Metro in Mumbai has proved to be a refreshing change providing a convenient, safe and comfortable urban mobility solution. Digital screens at metro stations bring in the cutting-edge technology and will be the most effective platform for the marketers to capture the mind-space of the commuters in the cluttered Mumbai advertisement market. Times OOH has pulled off a remarkable feat in establishing digital screens advertisement in a metro system for the first time in India; we look forward to host the brands on Mumbai Metro digital-platform.