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Sunfeast YiPPee!, the instant noodles snack from ITC recently rolled out an outdoor campaign in Delhi with JCDecaux India. The brand advertises exclusively on JCDecaux street furniture to capture the audience on-the-move.
Considering the diverse & dynamic population of Delhi, the brand reaches out to make a positive brand perception amongst the food lovers on the streets, targeting kids who love to gorge on these delicious snacks, decision makers of the kitchens in Indian household & even the youth and working professionals of the country who count on these quick & easy snackables in their fast-moving lives.
The brand connects with the audiences via bus shelter advertising. This eye-level medium of visibility engages vehicular & pedestrian traffic effortlessly. Talking about the campaign, Sunfeast YiPPee! covers a full-fledged residential network formed by nifty JCDecaux citylights across the city. Arrayed about 150 bus-shelters in the major residential clusters of the city to connect the brand with its target group strategically.
ITC adds vibrant colors to the campaign with a creative of the two variants of the noodles that have an appetizing packaging - Magic Masala & Mood Masala. The creative enhances the city aesthetics while making food enthusiasts on the streets notice it from a distance.
In addition to Sunfeast YiPPee!, JCDecaux street furniture is also lit up with ITC’s Aashirvaad atta & Bingo! Tedhe Medhe creatives to build a positive brand recall amongst the viewers. The brand adds to the visual treat with its food segment for the moving traffic on Delhi roads.
“At ITC, we strongly believe in engaging with consumer at every relevant touch point. The OOH campaign with JCDecaux is to accelerate share gain among metro markets as more and more people are coming back to the streets for work or leisure. The YiPPee! OOH campaign is getting encouraging reactions for the coverage of the city, choice of locations as well as for the effectiveness of the creative. Therefore, we are planning to extend the campaign. JCDecaux helped us towards identification of the right sites as per the brief to bring the idea alive with a quick turnaround time. Their team explored Delhi meticulously to get relevant sites at appropriate rates and have also been helping us in constant site monitoring.” says Aishwarya Pratap Singh, Head of Marketing-(Snacks, Noodles & Pasta), ITC Limited.
“It’s an honor to be associated with a brand like ITC that has a huge portfolio. Having their repeated trust to advertise exclusively on JCDecaux media is encouraging. JCDecaux street furniture in Delhi is widely spread & strategically positioned at major arterial routes in the city, making sure campaign reaches as many audiences as possible. With ITC covering major residential colonies in the city, JCDecaux residential network caters to the nearby local markets that act as the last window of influence for the shoppers. The campaign is perfectly spread out with optimum exposure & elevated frequency.” Says Raheel Amjad, Deputy MD, JCDecaux India.