NEW DELHI: In this age of leaks of all kinds that hog national and international headlines, Pidilite Industries’ ‘M-Seal’ sealant has provided a quiet assurance to consumers that they can lead a comfortable leak-proof life. Pidilite has launched a highly creative and impactful campaign in Mumbai to promote ‘M-Seal’ with MOMS, the OOH arm of Madison World, as the outdoor partner.

The campaign scores high on creativity, clean communication and effective brand positioning. Due credit goes to Ogilvy & Mather, the creative agency for Pidilite, for coming up with the ‘newsy’ creatives that exemplify the brand essence.

 

MOMS has ensured that the campaign connects big with the TG that cuts across different socio-economic segments in the city, with strategic large-format deployments.

Anirban Ghosh, business director, MOMS, explained that the agency took up prominent sites at nodal points like Mahim Causeway and Andheri Jog Flyover to catch the morning and evening traffic flow.

He said that the 10-day tactical campaign, likened to be a teaser campaign, has already generated significant consumer and trade response, underlining the fact that the creativity and strategic positioning have worked for the brand.

Pertinent to note that the creatives were developed exclusively for the outdoor, tinged with humour that the onlooker will appreciate and remember. So, if ‘Trikileaks’ confounds someone, M-Seal is there to plug it, communicates one creative.

Going by the success of the current campaign, it is quite likely that it might extend to several other promising markets.

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