Cocofly douses summer heat through outdoor

The brand-new beverage brand, Cocofly from Nilgai Foods, has recently launched its large-sized multi-format OOH campaign in Delhi and NCR region. According to the brand, the campaign is aimed to built traction in specific areas where their TG is most likely to pass by for their daily commute. The areas such as Dhaula Kuan, Connaught Place and Gurgaon were targeted with their distribution strength in specific locations.

Explaining more on the campaign brief, Abhay Jaiswal, Director, Nilgai Foods, said, "The whole idea behind the campaign was to build brand awareness by echoing two messages - firstly, why Cocofly should be rated upper than any available packaged drinks and secondly, the imagery depicted the product as a lifestyle one than a boring health drink.” The same imagery and creatives were followed in other mediums such as print, cinema, radio and activations. With a duration of one month, the ongoing campaign used a mix of hoardings, unipoles, metro station brandings and flag poles. "We have used hoardings as big as 120 x 40 feet for big sustenance along with much smaller ones sized at 5 x 3 feet as well,” Jaiswal reported.

On the response so far, Cocofly's spokesperson informed, "The response has been good so far in specific locations such as South Delhi where our visibility is high. Since outdoor is a very unorganized sector it is difficult to measure its success. However we are looking at our tertiary sales to cut through our competitors who have been in the market for longer time but have never advertised.”