Itel Mobile’s OOH campaign: Small formats, big impact

itel Mobile is making waves during the festive season with a highly targeted out-of-home (OOH) advertising strategy. Using smaller formats, the brand is effectively reaching its core audience—budget-conscious consumers looking for affordable smartphones—through campaigns that blend visibility, mobility, and local engagement.

The campaign leverages mobile trucks that display bold ads for their latest phones. These trucks are strategically deployed in bustling market areas of towns and cities like Pathanamthitta, Payyanur, and Lucknow, making the brand prominent during the high-traffic festive season. While many brands opt for static billboards, itel’s trucks travel through busy streets, directly engaging with potential buyers at multiple touchpoints in a single day.

In addition to mobile trucks, the campaign also utilizes umbrellas and banners in crowded shopping hubs, embedding the brand into the consumer’s everyday activities. This hyperlocal approach allows itel to capture attention where its target audience is, ensuring its message of affordability resonates with the right consumers.

By focusing on smaller towns and targeting specific high-footfall locations during festivals like Onam in Kerala, itel has smartly positioned itself where large numbers of price-sensitive consumers are actively shopping. The approach not only amplifies brand visibility but also connects with the very audience seeking budget-friendly smartphones.

itel’s success lies in understanding that its consumers are not primarily in high-end malls but in local markets and community spaces. This strategy ensures that even with small-format ads, itel reaches buyers directly, making its affordable phones the top choice this festive season.

Goldee Patnaik, Vice President and CMO of itel Mobile & Smart Gadgets, underscores the power of blending traditional outdoor formats with cutting-edge technology: “Our recent festive campaigns have leveraged the power of OOH in a big way. From dynamic hydraulic hoardings during Onam in Kerala to strategically placed billboard wraps across key markets, we’ve used outdoor advertising to create real-world impact. These high-visibility campaigns, paired with AI-powered digital initiatives like our Ganpati campaign, helped us engage audiences across multiple touchpoints, blending innovation with traditional outdoor strategies.”