Madison OOH executes a disruptive campaign for Mother Dairy's Dailycious

The month-long campaign, carried out in Guwahati, made innovative use of LED lighting and cut outs to generate buzz for the launch of the dairy whitener brand

BestMediaInfo Bureau | Mumbai | July 24, 2015

Madison OOH, the outdoor arm of Madison World, recently carried out an innovative outdoor campaign to launch Mother Dairy's dairy whitener brand Dailycious in Guwahati.

Sporting the tagline 'A Spoon Full of Magic', the objective of the campaign was to reach out to the maximum TG, generate highest response and conversion into sales. The month-long campaign, executed by MOMS, innovatively made use of LED lighting to show swirling of milk, while the cup and saucer were made of cut-outs to give a 3D effect.

The outdoor installations were made at key areas of Guwahati, such as major market areas and bus shelters at major nodal points of the city.

Dipankar Sanyal, COO, MOMS, said, “At MOMS, we look at solving our client's business needs using innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.”

MOMS also carried out the OOH campaign for Mondelez Oreo in Mumbai last month.

Madison OOH, part of Madison World, operates several brands including MOMS, Platinum Outdoor, activation specialist - Madison IES, rural specialist - Anugrah Madison, Out-Sel and Entrust. Madison OOH group handles clients like Mondelez, Samsung, Asian Paints, Kotak, Omkar, Marico, Raymond, Toyota, ITC Foods, Aircel, and Idea, among others.

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