Touching controversial topics such as sexuality, religion, PDA, etc.Publically was a big challenge for a top radio channel in Mumbai.
Mumbai as the City was chosen for the campaign as it is diverse,liberal and is known to have a moral connect with people.
Through their Outdoor Media Campaign, they wanted to urge people to call on the show and speak up on these important topics on air.
The show was scheduled in the morning slot of the day, so morning traffic sites were used across Mumbai.
Multiple formats huge hoardings, bus shelters, station boards, autorickshaw branding etc. were used
OOH Media targeted masses to classes in Mumbai.
Strategic Area Wise Creative Allocation was done to stress on topics that were relevant to specific localities inorder to createhigher impact.
The show was already the number 1 show in its day part and hadan 18% lead over the number 2 showprior to the campaign. Postthe campaign the gap was increased by more than two and a halftimes to 45% in its day part. The absolute number of people tuninginto the show increased by 17% in a month (Source – Radio Mirchi).