Campaigns
Parle Agro launches Smoodh Lassi with an extensive 360-Degree OOH campaign
The campaign was executed by Platinum Outdoor
Parle Agro has launched an impactful 360-degree outdoor campaign for its latest product, Smoodh Lassi. Executed by Platinum Outdoor, the campaign went live on October 1st, spanning 70 markets and utilising 21 different OOH (Out-of-Home) media formats. With strategic placement at key touch points across high-traffic areas, the campaign is designed to maximise visibility during the festive season, coinciding with Navratri and Durga Puja celebrations.
The campaign targets both primary and secondary audiences, focusing on consumers aged 25 to 40, with a secondary reach of 18 to 29-year-olds across various SEC categories. The use of large and small billboards, LED displays, corridor media, and metro train ads creates a diverse visual presence across residential, commercial, and transit-heavy areas. With a total media space of 3.8 lakh square feet, the campaign aims to reach 67 million people over its three-week duration.
Nadia Chauhan, Joint Managing Director and CMO of Parle Agro, expressed her satisfaction with the campaign, “OOH serves as a powerful medium for us to drive engagement and expand reach, especially in today’s fast-paced consumer landscape. With our visually captivating campaigns, the goal was to ensure that Smoodh is not only seen but also leaves a lasting impression. The campaign was strategically executed across TG-centric locations, creating a strong impact across markets. We are pleased with the smooth execution and the significant impact it has made in multiple cities.”
As seen in the campaign visuals, the bright and eye-catching billboards featuring the tagline “Oh Soo Smoodh” dominate prime locations, ensuring high visibility for commuters and residents alike. By leveraging multiple formats and strategically chosen touchpoints, the Smoodh Lassi campaign has made a significant impact, setting new standards for outdoor advertising during the festive season. This initiative reflects Parle Agro’s ongoing commitment to creative and impactful marketing strategies, cementing its position in the ready-to-drink beverage market.
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