Ambuja Cement has rolled out an extensive OOH campaign highlighting their unique selling proposition'Giant Compressive Strength'. The various out-of-home formats predominantly include billboards, but other formats like BQS, Pole kiosks, landmark signage's and high impact cold storage branding have also been used by the brand.

A huge geography has been targeted through this outdoor campaign to hit the target segment. All Category A, B and C towns in East have been covered under the promotion. As OOH advertising in the cement industry is considered a recall driver Ambuja has had a very consistent OOH communication module nationally and the current campaign is a chapter of the same in the Eastern markets which the brand plans to continue for three months.

According to the brand, working with OOH agencies helped in strategizing and driving better SOV. Apex Aim for Chattisgarh and Adtouch Advertising Pvt. Ltd. for West Bengal did effective execution for the brand. The brand also feels that OOH advertising has brought to the table the desired amount of flexibility in terms of focused messaging and targeted reach.