Dhara has launched a high-decibel OOH campaign to promote its Kachi Ghani mustard oil brand. Keeping in view the fact that there is no differentiated communication in the mustard oil space, the brand saw an opportunity to establish itself in the identified space. The main TG for the campaign comprised women (working [professionals and homemakers), SEC ABC, 25+. The campaign was designed and executed by DDB MudraMax.

"The objective behind utilising the OOH medium was to augment a 360-degree approach, by supplementing other mediums deployed like TV, print, digital, etc. The focus has been on reaching the brand's strong as well as opportunity markets. Some hand-picked sites have been taken to project the imagery of the brand along with frequency building sites to reach the masses. Also, catchment areas within the towns were identified for specific targeting,” said Sanjeev Giri, Business Head - Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd.

The scale of the campaign was pretty huge covering over 100 sites for a 1-month period -- in different cities like Delhi/NCR, Chhattisgarh - Raipur & Bhilai, Bihar - Patna & Muzaffarpur, Orissa - Bhubaneshwar & Cuttack and Assam - Guwahati and Jorhat. Large size hoardings have been used in the market area, junction points and main arterial routes in the target cities.

In Delhi NCR, the DMRC trains were wrapped in an interesting way which showcased three dimensional effects to the flow of the oil all over the exterior of the Metro train.

For the agency, the challenges to execute the campaign were the tight turnaround time, squalls and monsoon rains.