The Media Ant executes comprehensive BTL campaign for Yakult’s new Yakult light mango flavour

The Media Ant, a leading media planning and buying agency, recently executed a comprehensive Below-The-Line (BTL) campaign for Yakult, the world’s leading probiotic beverage brand. This campaign was designed to generate widespread awareness for Yakult’s latest offering—Yakult Light Mango Flavour—an innovative addition to its probiotic beverage portfolio that brings a refreshing twist to its existing range.

The campaign spanned across major Indian cities including Mumbai, Delhi, Bangalore, and Gurugram, utilising bus and metro branding as the primary mediums. These high-visibility channels were strategically chosen to ensure maximum reach and engagement with the target audience, which included individuals of all ages and genders.

The objective of the campaign was to introduce the new Yakult Light Mango Flavour to a broad and diverse audience, emphasising the brand’s commitment to health and innovation. The BTL approach allowed Yakult to connect with consumers in their daily environments, making the brand an integral part of their commuting experience.

Vishal Jain, The Media Ant’s Account Manager who led the campaign, shared his insights on the strategy and execution: “Partnering with Yakult for the launch of their Yakult Light Mango Flavour was an exciting opportunity for us. The campaign’s success hinged on our ability to seamlessly integrate the brand into the daily lives of our target audience through strategically placed bus and metro branding. This not only heightened visibility but also reinforced Yakult’s image as a leader in the probiotic beverage market, now with an innovative new flavour that appeals to a wide range of consumers.”

The campaign’s strategic deployment across high-traffic transit routes ensured that Yakult’s message reached millions of commuters, creating a lasting impression and driving curiosity and interest in the new Yakult Light Mango Flavour.