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Parle Agro, the largest Indian beverage company, has launched an extensive outdoor campaign for its newest product, Smoodh Lassi. Executed by Platinum Outdoor, the campaign is designed to create a significant impact during the festive season, going live on October 1st and running for three weeks to capitalise on the excitement surrounding Navratri and Durga Puja.
Spanning 70 cities, the campaign covered an impressive 3.8 lakh square feet, utilising 21 different out-of-home (OOH) media formats. Targeting strategic locations such as arterial roads, key junctions, malls, transit hubs, corporate areas, and residential zones, Smoodh Lassi was positioned at the heart of festive celebrations, ensuring maximum reach and strong brand visibility across key markets. Special focus was given to high-traffic areas, making Smoodh Lassi a go-to refreshment for millions during the festivities.
Nadia Chauhan, Joint Managing Director & CMO of Parle Agro, commented, “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.”
Dipankar Sanyal, CEO of Platinum Outdoor & MRP, stated, “The Smoodh Lassi campaign showcased our ability to drive maximum impact through strategic use of OOH formats. Partnering with the client, we successfully amplified the brand’s message across 70 cities and over 1,000 units across India. Using our suite of tools, we could maximise reach and impact in this cluttered festive market, making Smoodh Lassi the most visible and memorable campaign.”
This campaign highlights the importance of outdoor advertising in enhancing brand visibility and consumer engagement, particularly during peak festive periods.
