NEW DELHI: With the urban population becoming increasingly health conscious, typified by their predilection for fat-free foods, foods manufacturing firms are having to introduce low calorie products to draw consumers, especially among the youth. Taking cognizance of this market trend, milk products maker Parag Milk & Milk Products Pvt Ltd has launched 'Go Cheese', a cow milk product that is relatively fat-free. The company, known for the Gowardhan brand of diary products, has taken the OOH route to build the 'Go Cheese' brand, having vested the execution duties with Percept Out-of-Home, a 360-degree OOH communication solutions division of Percept Ltd.

The campaign, initially launched in key metros like Mumbai and Delhi for a period of 21 days, has already run into extension owing to the appreciable market response. Commenting on the campaign, Rahul Akkara, VP - marketing, Go Cheese, said, "Our aim was to create a noise level for the brand that would result in demand generation and increased market penetration. This was achieved by our outdoor partners through careful planning and selection of an appropriate media mix."

Sanjay Pareek, president, Percept OOH, said, "We were asked to target the residential segment of SEC A & B who should get a clear idea of what the product stands for".

The Go Cheese campaign with the tagline 'Enjoy the goodness of 100% pure cow's milk' has been deployed as per the defined strategy using both large and small media formats.

Further, to connect with the high-end of the consumer band, Percept OOH conducted brand activations at Future Group's upmarket SoBo Central mall, Raghuleela mall and Oberoi mall in Mumbai on the occasion of Gudi Padwa. As a part of this initiative free cheese sampling was done in these locations across Mumbai.

In addition, Percept OOH used a mix of back-lit and front-lit hoardings, Metro branding, inside Metro branding, unipoles and public utilities for the campaign. In Delhi, the OOH agency focused on locations like Ring Road, Pushp Vihar, Barakhamba Road and South Extension, whereas in Mumbai, the coverage extended to Peddar Road, Napean Sea Road, Worli, VT, Juhu, Marine Drive and Bandra. Largely, bqs were used in these areas.

Percept OOH opted for traditional displays for the campaign sans innovations. Explaining this, Pareek said, "There was no need for innovations as the client has been so media savvy. Hence, we used uncluttered creatives that beautifully and clearly conveyed the message to the TGs."

The success of the campaign could induce many more foods companies to board the OOH bandwagon. Say cheese!

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