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Emami chose JCDecaux’s Mumbai Metro interior train media to promote Zandu Balm – Pain Relief Gel. The campaign effectively leveraged the metro’s consistent ridership and extended dwell time to reinforce brand awareness and increase product consideration.
A key highlight of this campaign was the integration of a QR code into the creative, allowing commuters to seamlessly purchase Zandu Balm via Zepto, a quick-commerce delivery platform. Running across two different trains for four months, the campaign optimized both reach and frequency, ensuring consumer engagement.
Mumbai Metro offers a prime advertising opportunity by reaching the same audience repeatedly, leading to increased dwell time and brand recall. This smart digital integration aligned offline advertising with online sales, enabling instant conversions and reinforcing the power of JCDecaux’s metro interiors as a dynamic OOH platform.