ITC Engages with an outdoor clock

MOMS has executed an interesting outdoor campaign at Juhu-SNDT to launch ITC's latest deodorant range.

Engage, the deodorant range for men and women from ITC, in association with the outdoor division of Madison World, MOMS, has come up with an interesting out-of-home (OOH) campaign for a new deodorant variant called 'All Day Long'. The campaign commenced on September 3 and will go on until September 15.

To showcase Engage's 'all day long' freshness, MOMS has installed a live analogue clock, with the hour and minute hands replaced by Engage Men and Women deos (All Day Long variants), respectively, at Juhu-SNDT. Below the clock, one can see the words 'New Arrivals' announcing the new variants.

The aim of the campaign is to create disruption and target commuters in the age group of 15-28 years, who are its main consumers.

Commenting on the campaign, Dipankar Sanyal, COO, MOMS, says, "We have been working with ITC brands over the last six years. It is always a pleasure to work with the brand and come up with interesting, innovative and disruptive outdoor strategy and execution to create high-level engagement for consumers."

Madison OOH is part of Madison World and operates several brands including MOMS, Platinum Outdoor, activation specialist Madison IES, rural specialist Anugrah Madison, Out-Sel and Entrust. Madison OOH handles clients such as Mondelez, Samsung, Asian Paints, Kotak, Omkar, Marico, Raymond, Toyota, ITC Foods, Aircel and Idea, amongst others.