MOMS uses Programmatic Digital OOH for Asian Paints Royale Play

MOMS, Madison World’s Outdoor unit, has used Programmatic as part of a larger pre festive campaign for Asian Paint’s, Royale Play. The word ‘Play’ was contextually fit in different media vehicles that a consumer came across in his day-to-day life.  The campaign aimed at creating a buzz in the market pre festive season, since Diwali is considered auspicious to re-do homes and walls.

A 360-degree OOH campaign was planned and executed across media such as Out-of-Home, Digital OOH, malls, corporate parks, pubs, cinema and transit formats to ensure maximum reach and desired impact. With technology led innovations and digital integrations, billboards were taken in Pune at key strategic junctions. 3 creatives (Red, Yellow and Green) were synchronized with traffic signal light, so the creative changed when the traffic signal changed (e.g. when the traffic signal turned red, the red creative played). The campaign aimed to showcase that there is a texture/ colour of Royale Play for every time and every mood in life.

To highlight the textures (Binge Watch & Music Cove), backlit jut-out of patches were done with sequential lighting giving it an effect of a painting pattern. The Royale Play logo was done using backlit acrylic letters. Almost all bus shelters in Mumbai that were used in the campaign, were masked in the color of the creative used for visual enhancement.  

The campaign garnered huge success and created pre festival buzz amongst consumers. Asian Paints has received positive feedback from internal and external stake holders.

Jayesh Yagnik, Chief Operating Officer, MOMS says, “Like they always say that there is a very thin line between doing different things and doing things differently and we at MOMS with our experience and suite of planning tools have mastered both. We have not only successfully implemented the OOH campaign across various traditional OOH like hoardings, malls, transit media, pubs, cinemas, corporate parks, but also used programmatic OOH on large screen digital format across Pune city.  This was one of the best examples of programmatic D-OOH which was synchronized with colours of traffic signals. This D-OOH display certainly created a buzz across the city and helped the brand reach close to 1mn consumers in Pune city alone, in matter of just 5 days.” 

Asian Paints has always believed in doing innovative work. At the recent international Mobile Marketing Association award – Smarties, Asian Paints won 1 Gold, 1 Silver and 1 Bronze award. Madison OOH, at the Outdoor Advertising Awards 2019, won 10 awards in multiple categories, including 1 Gold, 3 Silver and 6 Bronze.

Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist - Madison TURNT, Rural specialist - Anugrah Madison, Retail Specialist – MRP, Out-Sel and Entrust. Madison OOH group handles marquee clients like Tata Motors, Raymond, McDonald’s, Samsung, Asian Paints, Toyota, Lodha, Kotak, Omkar, Marico, amongst many others. Madison OOH, is a part of Madison World which through its 11 companies served last year, as many as 500 advertisers.


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