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NEW DELHI: Beverage major Coca-Cola India virtually painted vantage points in Punjab and Haryana in red with the launch of its outdoor campaign to promote ‘Coke’ 300ml bottles in the regional market.
The outdoor campaign with its tagline, ‘Coke khule toh baat chale’ shows brand ambassador Imran Khan making a value proposition ‘300 ml @ Rs 12 only’. MOMS, the OOH specialist arm of Madison World, has executed the campaign, which was rolled out in March and will continue until the end of April.
 Sharing the client brief for the campaign execution, Dipankar Sanyal, COO, north and east, MOMS, said, “The client wanted to cover the strategic locations in the target cities to remind people of the 300 ml Coca-Cola bottle with large format displays. The objective was to create higher visibility for the offering among the target groups.”
He added that “Punjab and Haryana are important markets for the product and the challenge was to create high visibility in these markets using a mix of large and small media formats.”
Sanyal explained that to create a lasting impression on the target audience, the team selected “strategic and high traffic zones in each of the target cities” for the displays.
MOMS has used a mix of billboards, unipoles, foot overbridges, gantries and car branding to build reach and frequency for the brand in the target markets. Bus queue shelters have also been used in select locations.
The campaign has been executed in the cities of Chandigarh, Mohali, Ludhiana, Amritsar, Jalandhar, Panipat, and Rothak.
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