Is it FMCG brands or a GEC? Mumbai hoardings pique people’s curiosity

After 2-3 months of inactivity in the OOH space as people remained confined to their homes due to the nation-wide lockdown, Mumbaikars were surprised to see hoardings in some prominent sites featuring well-known FMCG brands like Maggi, Cadbury Dairy Milk, Red Label Tea and Amul Lassi this week.

All the hoardings were accompanied by a text asking consumers to stock up on that FMCG brand and make preparations for #13thKiTayyari.

Intrigued, Adgully spoke to several in the industry to find out more about the mystery hoardings. What we found out only heightened the mystery. Some industry insiders have informed Adgully that the hoardings are not about those FMCG brands, but are, in fact, part of a teaser campaign by a prominent GE channel. This channel has refurbished its content line-up with some fresh and exciting content that it plans to unveil on July 13, 2020.

This sure is an interesting way to use outdoor media, especially at a time when there is a drought in this space and also as people have started stepping out of their homes as India Unlocks. Hence, the hoardings have gained a lot of visibility.

The name of the channel is under wraps at present. It is a developing report. Keep watching this space for more news on this.

Also read: Dabur Q3FY2020 revenue up 7%; India FMCG volume growth at 5.6%