Food delivery company Foodpanda and OMI, the OOH arm of Laqshya Media Group, came together to create some tongue-in-cheek creatives for the brand in Mumbai and Pune.
The three-week campaign promoted the brand’s offers on desserts.
Speaking on the campaign, Anshul Khandelwal, Head of Marketing, Foodpanda, said, “The idea behind this campaign was to deliver superior food experience and establish a connect with our customers on the basis of the love for food. The partnership with OMI has delivered perfectly. The media assets chosen by the team stand out and have generated great visibility on OOH.”
Elaborating on the campaign, Naresh Bhandari, COO, OMI, said, “Online food delivery in India is one of the fastest growing sectors witnessing consistent growth by 15% per quarter. Given the daily chaotic lifestyle, the food delivery model has in the last few years gained increased popularity, especially among the typical urban consumer who finds solace in ordering food online to save time and effort. Through their innovative approach, Foodpanda has been successful in attracting many first-time customers to ordering food online and through our expertise in understanding the psychology of the discerning urban consumer, we have used a media plan that reaches them straight. The campaign devised for them is high on visibility and stands out breaking clutter among the competing brands on outdoors. Our approach has been innovative, and the results are apparent by the noticeability we have garnered for them. The cluster approach at key locations like Bandra and Pune ITO chowk has got a lot of buzz already and will continue to get much more talking with each passing day. Our association with Foodpanda has been great and we look forward working with their amazing team.”