Ooh the chemistry: ITC’Engages’ with couples in new campaign

ITC’s Personal Care Products category expanded its product portfolio with the launch of Engage Couple Deodorants. To make the new product range familiar amongst the young target audience, the FMCG major leveraged the OOH medium as it offered the best possibilities. The media mandate was to promote the brand effectively to the target audiences, whilst bringing alive special couple moments’engaging’ in a new language of love. Milestone Brandcom handled the OOH duty of the campaign.
 
The brand proposition’Playful Chemistry’ has been complemented with innovative packaging design and also extended onto Out-of-home with eye catching billboard creatives. The agency executed the OOH campaign in Mumbai and Bangalore and took to brand activations to further the impact and reach out to the TG.
 
The campaign was seen across different mediums like Mall facades, BQS, Hoardings etc. Along with this, the agency also placed cut-outs of the posters at beaches and promoted the product via a merchandise such as umbrellas.  
 
“To reach out to these young couples, we decided to do something playful! We took to the rainy season and created’umbrellas’ with the silhouette of a couple. These umbrellas were handed out to couples seated in parks, gardens, college campuses, popular streets like bandstand, marine drive and carter road to name a few. We also placed standees & created branding around benches in these areas. Large units in the shape of the actual products were created and placed on the couples’ favorite waterfront destinations – the’romance rocks’ at Bandstand, Carter Road & Marine Drive in Mumbai. Candid shots of couples embodying the proposition of playful chemistry and engaging in some uninhibited moments were captured, said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom., summing up the whole campaign.