MUMBAI: Madison World’s out-of-home (OOH) arm MOMS has come up with an innovative outdoor campaign to launch Mother Dairy’s Dairy whitener ‘Dailycious’ in Guwahati.

The brand has the tag line “A Spoon Full of Magic” and the objective of the campaign was to reach out to the maximum number of people in the target group, generate highest response and conversion into sales.

The month long campaign, executed by MOMS created maximum impact by effective use of an innovative execution where the swirling of milk was shown with the help of an LED and the cup and the saucer were made as a cut-out so as to give it a 3D effect. These were installed at key areas where the target group frequently visited such as major market areas and bus shelters at the major nodal points of the city.

MOMS COO Dipankar Sanyal said, “At MOMS, we look at solving our clients’ business needs using innovative, disruptive outdoor strategy and execution to create high level engagement for consumers.”

The recent Mondelez Oreo campaign in Mumbai last month was also executed by MOMS.