Bhawana Anand, New Delhi
Mondelez Cadbury grows even bigger in the market with the launch of the Maha Pack of Dairy Milk's latest variant which cost Rs.40 for 54 grams. The market leader in chocolates, Dairy Milk rolled a fresh campaign to promote its new proposition. While TVC tops the chart in its advertising list, the brand has also utilised the OOH Medium in an extravagant manner to create the buzz in the market. In association with Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a massive OOH campaign to announce the launch of Mondelez's latest variant, the "Cadbury MAHA PACK".
The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at Male and Female consumers aged 13-24, Sec A and B.
Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touchpoints and 500 plus media units.
In addition to using the traditional OOH media formats, the agency took the out of home communication to another level by creating a larger-than-life Cadbury Dairy Milk "MAHA PACK", held together by two sumo's on a truck. The 22ft truck carried huge cut in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an absolute eye catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.
Further adding on to the impact was a ground breaking innovation executed at one of the busiest roads in Mumbai, Juhu. It showcased the MAHA PACK breaking the Billboard into 2 parts due to its huge size.
The one-of-a-kind innovation in the out of home space was motivated by the watchwords preached by the brand itself that said - "Your favourite chocolate just got bigger!" With the hashtag #Mahapack following it, to grab the maximum amount of eyeballs on twitter.
Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC says, "This was a one of its kind disruptive advertising created by posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovations highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem."