Madison OOH creates an interesting clock for Engage Deodorants

Madison OOH, the outdoor arm of the largest Indian-owned communication group Madison World, has rolled out an innovative outdoor campaign for ITC’s Engage Deodorants’ new variant’All Day Long’ range. The campaign was recently rolled out at SNDT Juhu in Mumbai.

Talking about the innovation and ideas of the campaign, Dipankar Sanyal, CEO, MOMS India, said, “The new range of Engage Deodorants’ promises to provide day-long freshness. According to the brief given to us, we were expected to create some buzz and innovation only around the “all day long, which is also the name of the range of the products. Unlike static pictures on the billboard, MOMS has used giant versions of moving deodorant bottles as arms of a clock to depict the freshness it promises to offer. Rajeeb Bhattacharyya of MOMS explained, “Clock symbolizes the times and we wanted to project the efficacy of the deodorants to be as long as the clock goes. Hence, I think the innovation of the campaign will reflect the freshness that the products promise to offer.

After the launch in Mumbai, the campaign is slated to be launched in other metro cities like Delhi and Bangalore along with other important locations of Mumbai. “We are geared up to launch this innovative campaign in all the metro cities except for Kolkata, since the city will be preparing for the forthcoming festivities and there will be many brands around this time. Following metro cities, we are first looking at tier I cities then taking it to the tier II cities as well, Bhattacharyya added.

On association with ITC brands, Sanyal said, “We have been working with ITC brands over the last 6 years. It is always a pleasure to work with the brand and come up with interesting, innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.

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