Strategized and executed by Ignite Mudra, Dhara Healthcare OOH campaign is positioned across large impact hoardings on main arterial routes and junctions to drive awareness about its app & more.
Ignite Mudra (A Tribes and DDB Mudra Group JV) has launched the ‘Dhani Healthcare’ campaign in Mumbai. The objective of the initiative was to drive awareness about the app and to influence maximum subscription.
The OOH campaign was installed at 600 plus sites in the city of Mumbai; the strategy being to tell the brand story through cluster branding at high visibility pockets such as at Bandra Turner Road junction, Bandra WEH, Peddar Road, Andheri Link Road, etc.
To ensure retention and drive the message across the TG, large impact hoardings were positioned on main arterial routes and junctions which was further complemented by a reach-based strategy through the high frequency of bus shelters all across Mumbai & MMR region specifically targeting large residential areas & COVID-19 hospitals.
Further, for more app downloads, hoardings located at high traffic locations were also geotagged, bringing in digitally-led innovation to the OOH medium.
Ankit Banga, Head of Marketing, Dhani said,“The lockdown has eased and this was an opportune moment for us to leverage the topicality of our offering using a medium which has the highest impact in local geographies. Our doctor consultations offering is available nationwide, while medicines delivery is currently launched in Mumbai and we are rapidly expanding to other cities.”
Gour Gupta, MD, Tribes Group, added, “Ensuring that we achieved all the strategic points, effective media planning was the need of the hour. The team at Ignite Mudra, took the challenge head-on and delivered a seamless and cohesive campaign. This also marked the largest ooh campaign that the country has seen in recent times. The campaign in a sense has reopened the market for the OOH industry which has been directly hit by Covid- 19 pandemic and the subsequent lockdown.”