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COLORS rolls out a remarkable OOH campaign for its recently launched show Harphoul Mohini

23, July, 2022

Aarti Pahwa, New Delhi

To draw interest of the larger audience, the massive OOH campaign was rolled out across Delhi, Mumbai, Uttar Pradesh, Madhya Pradesh and Gujarat, Punjab, Haryana, Chandigarh, and Himachal Pradesh. OOH innovations were executed on bus shelters across the c

Introduction

It is said that love has the power to overcome all differences, but can it bridge the gap between two distinct cultures, North and South? Bringing one such light-hearted tale, COLORS' recently launched a new romantic drama 'Harphoul Mohini' that chronicles the lives of two contrasting personalities - Harphoul, who hails from Haryana and Mohini who comes from Kerala.

Campaign Details

COLORS mapped out a comprehensive outdoor campaign consisting of ground-breaking initiatives to attain a larger outreach. The campaign panned across Delhi, Mumbai, Uttar Pradesh, Madhya Pradesh and Gujarat, Punjab, Haryana, Chandigarh, and Himachal Pradesh.

The channel along with agency Madison OOH has targeted visual branding using OOH, transit, and ambient mediums. In addition to hoardings, the channel has marked its presence across prime locations with heavy footfall such as mall - food courts, restaurants, dhabas, bus shelters, metro station panels, elevators, railway station boards, bus branding, cabs, bus seat back, etc. All these destinations were plastered with the channel launch message to create high-recall factor.

As a part of the innovation, bus shelters were converted and fabricated into elements which highlighted the difference between the 2 protagonists of the show. One half of the shelter was made into a truck which represented the Haryanvi culture of the male lead, while the second half of the truck was made into a Kerala canoe which represented the culture of the female lead. Both elements were joined to showcase the association.

Key Quote

Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions Says,"We are delighted to collaborate with Viacom 18. We have always strived to create great work for our clients using Madison proprietary tools for sharper targeting, both on creative and planning. The brief was quite precise in this case. The cultural nuances between the North and the South were to be highlighted through a union of two people. The same message was to be depicted across multiple platform with the messaging designed specifically for the media. An innovation used to enhance the creative further in the outdoor sphere. Bus shelters were transformed and built into features that showed the contrast between the show's two leads. Planning and executing such a large campaign has been an exciting experience for our teams. There has already been a tremendous impact on the brand as a result of the campaign."

Previous Experience of Madison OOH

Tags :  Madison OOH Colors TV Harphoul Mohini OOH Transit Ambient Innovation

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