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Mother Dairy innovatively uses OOH media in Guwahati to promote Dailycious

27, July, 2015 Bureau, New Delhi

Mother Dairy Fruit and Vegetable in April had announced that it is foraying into the dairy whitener category in the Indian north east, eyeing a market of Rs 500 crore and had launched its brand ‘Dailycious’ targeting a Rs 50-60 crore business from the north-eastern Indian region in its first year of launch. The dairy whitener in competition with Amul and Nestle which are established brands in the region has recently rolled out an innovative campaign in Guwahati for Dalycious executed by Madison OOH.

Mother Dairy’s aim is to reach out to the masses that are familiar with the use of dairy whitener and generate engagement to drive sales. With the punch-line ‘A Spoon Full of Magic’ the one month campaign creatively made the use of LED lights and 3D cut-outs on a billboard to create the swirling of milk inside a cup and saucer. The billboards were installed at high traffic zones in the city along with static images at bus shelters.

MOMS had executed the Mondelez Oreo campaign in Mumbai and Delhi in a very creative manner last month by using street art and new media. “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,” says Dipankar Sanyal, Chief Operating Officer, MOMS.

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