Mumbai: Home and kitchenware company Milton in association with Posterscope, recently launched a campaign titled ‘Milton Liya Kya?’. The campaign aimed to create awareness about the brand’s bottles and tiffins in 75+ colors and designs . Spanning cities, the campaign utilised traditional and digital out-of-home (DOOH) media. It featured kids being joyous about the new school supplies, making kids say Yes to school supplies.
Executed by Posterscope, the out-of-home (OOH) specialist agency from dentsu India, the campaign aimed to ensure that every parent found a product that suited their taste and needs. As summer vacations came to an end, this campaign looked to serve as a reminder to drive purchases. Based on Milton’s insights, the campaign focussed heavily on South and West India, identified as key potential markets. This geographical emphasis aimed to maximise reach and impact in regions with high demand potential. The media universe in these markets lent itself to success, giving the brand an opportunity to use a combination of traditional billboards, DOOH, and metro advertising to reach a broad audience.
To further capture attention, the agency incorporated elements such as Sequential Lighting and cut-out installations at eight locations. Metro wraps and inside train branding enhanced the visual appeal and memorability of the communication. The creation and implementation of these innovations were managed with a lead time of just 3-4 days, showcasing Posterscope’s agile and creative prowess.
Imtiyaz Vilatra, MD, Posterscope India, said, “We are proud to have partnered with Milton to bring this impactful campaign to life. With our in-house creative and strategic planning aid, we have been able to reach millions and reinforce Milton’s position as a leading brand in the homeware industry.”
Here are the links to the campaign:
YouTube:
Instagram:
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