Campaigns

Times OOH brands Yamuna Expressway for Infinity Group

To promote its new heritage project’Krishna Bhumi’, Infiniti Group used the Yamuna Expressway for the 180 days campaign, where the high penetration displays garnered the attention maximum audiences.

Published

January 6, 2015

Bhawana Anand

Real-estate developer Infinity Group utilised the Yamuna Expressway, which has a six lane route with three toll booths and catering to 50,000 vehicles daily, to promote its new heritage project’Krishna Bhumi’. Times OOH actualised a complete brand immersion project with displays for Krishna Bhumi at Mathura toll. Different outdoor properties such as bull-nose, boom barriers, arch branding, side wall branding, backlit boxes and crash barriers have been branded to communicate the message.

The Yamuna Expressway helped the brand in targeting the growing population at Greater Noida with Agra and the nearby heritage cities of Uttar Pradesh. Leisure travellers from various cities along with a 10 per cent international traveller base use this route as a gateway to Agra, Mathura and Vrindavan.

Strategically selected unipoles helped create a storyboard, targeting the audience moving towards Mathura and Vrindavan. Adding to this, CD’s were distributed at the Mathura toll to garner higher penetration.

Arghya Chakravarty, CEO, Times OOH, said, “Yamuna Expressway is one of our marquee properties and we pride ourselves in associating with world-class heritage cities like Mathura and Vrindavan. This high impact opportunity combining modernity and legacy in the bustling real-estate area, executed by Krishna Bhumi will certainly yield its value. This 180 day campaign with the high penetration displays is sure to garner the attention of the desired audience.