INDIA. DFM Foods-owned corn and potato sticks brand Crax Fritts has commenced an out-of-home (OOH) advertising campaign which gives it exclusive branding on the Delhi Metro Rail Corporation (DMRC) Pink Line. The Brand Sigma is the OOH agency for the campaign, working alongside Times OOH, which handles advertising rights for Metro train services in key locations across India.
The brand has taken a complete external train wrap along with 72 advertising display panels inside Metro trains running on the Pink Line. The campaign – which is targeting a young audience – also extends to digital screens that provide travel information to passengers.
Times OOH noted that the creative of the train branding – which shows young people eating packets of Crax Fritts – has been kept vibrant with bright colours and quirky messaging to ensure a quick understanding of the brand message.
Trains running between Majlis Park and Shiv Vihar stations on the Pink Line take the brand visibility through 38 different stations. The Pink Line has many interchanges with almost all other major lines in the Delhi Metro system including Yellow, Blue, Green, Red, Orange and Violet, adding to the exposure for the Crax Fritts brand.
Times OOH also noted that the Pink Line is well placed to deliver brand messages to a young audience, as it carries students travelling to the South Campus; young professionals travelling to South Extension; and shoppers traveling to Sarojini Nagar, Lajpat Nagar, South Extension and INA markets.
Importantly, a high percentage of young people from neighbouring cities travel to the Delhi National Capital Region using the Pink Line via Hazrat Nizamuddin Metro Station and Indira Gandhi International Airport.
The Brand Sigma Business Head – North Divya Jyoti said: “Crax Fritts is an iconic brand from the family of products by DFM Foods Ltd. Crax Fritts should connect and become part of a day in the life of the target audience in an interesting way. Thus, Pink Line has 38 metro stations enroute and maximum interchange stations which connect other lines of the network resulting in lakhs [lakh = 100,000 -Ed] of daily impressions for the brand.”
Times OOH Business Head Anchal Dhawan said: “Crax is a youth-oriented brand with fresh brand positioning engrained with light and fun elements. It goes quite well with the Pink Line Metro train branding that caters to the young audience who travel to study, and shop in South Delhi from the entire Delhi NCR. And Pink Line being highly connected with all major lines of the Metro gives an additional [benefit] to the brand with extended visibility.”
