Brown and Polson Custard Powder at Mumbai Metro

The custard brand has taken over screens at the Mumbai Metro One.

The Hindustan Unilever-owned brand, Brown and Polson Custard Powder, is running an OOH campaign in Mumbai to promote its relaunch.

It has taken 99 networked screens across three stations - Andheri, Ghatkopar and Western Expressway Highway stations - which constitute 55 per cent of the total traffic. Each screen runs the ads for 15 seconds and runs for 1,080 times a day. Interestingly, Times OOH, the executing agency has networked the screens in such a manner that all of them show the same ad simultaneously. The campaign began on December 28 and ran for 15 days till January 12 and used 55" HD screens.

The agency installed double-sided screens on pillars and a new type of mounting system had to be developed especially for them. It claims to have created the first-ever synchronised digital network in Indian Metro stations to capture the attention of moving audiences.

Arghya Chakravarty, CEO, Times OOH, says, "HUL capitalised on the inherent benefits (of the media) such as frequency building and highlighting multiple benefits through their multi-creative campaign. We hope that this network becomes a real clutter breaker in Mumbai and more advertisers leverage it for their brand communication needs."

Says a Mumbai Metro spokesperson, "Digital screens at metro stations bring in cutting-edge technology and will be a very effective platform for marketers to capture the mind-space of the commuters in the cluttered Mumbai advertisement market. TimesOOH has pulled off a remarkable feat in establishing digital screen ads in a metro system for the first time in India. We look forward to host other brands on the Mumbai Metro digital-platform"

Brown & Polson's Custard Powder is a powdered mix that is used to make instant custard-based puddings. It is a thickener, and is used to give a smooth texture to the puddings. Other HUL brands are Ponds, Lakme, Dove and Pears.