Objective

An FMCG brand sought to aid brand recall for it’s home care products during the festive season in Kolkata.

Insight

Kolkata Metro experiences record-breaking footfalls each year during Durga Pujo- On somedays 0.9Mn footfalls a day.

Strategy

With high media decibels during the festive season brands find It hard to cut the clutter and get noticed.
The FMCG brand used Programmatic DOOH as an alternative medium, to reach the audiences where they were.
Kolkata metro serves as a lifeline for the pandal hopping devotees and this gave the brand an opportunity to strike a cord with the audiences & deliver the brand message using the screens at these stations during peak footfall time-bands.
The medium offers high dwell time with unparalleled viewability while also being non-intrusive.