MUMBAI: Primesite, Mudra Max‘s out-of-home solutions unit, has recently unveiled the latest range of antiperspirants for men by Garnier, a part of world‘s largest cosmetic company L‘Oreal.
 
The Garnier Mineral Deodorant range for men is an extension of Garnier MEN and is endorsed by Bollywood actor John Abraham.

Primesite has now come up with an engaging creative in the outdoor space for its client Garnier. The task in hand was to execute an impactful creative idea that simultaneously brought alive the launch of Garnier Deodorants, a new range of antiperspirants designed to give 48-hour protection from sweat and odour, thus promising long lasting freshness. ‘Now life…no sweat‘ is the main idea conveyed through the OOH campaign.
 
The campaign had kicked off on 13 June. The creative uses hoardings, mall branding, airport pillars, cantilever with cut-outs and bus shelters with block-out, at locations such as Kolkata metro, Delhi metro. They also include drop downs which help in strategically extending the mass media communication in the OOH space. Nearly 100 sites across four cities - Mumbai, Delhi, Bangalore, Chennai and Kolkata have implemented these ideas.

While being simple and sticking to the brand message, Primesite has also brought innovation through blockouts for backlit cantilevers and bus shelters comprising cast iron columns and glazing panels giving a contemporary style and look to the shelter. They have also made use of pillar branding at Security Hold Area for departures and conveyor belts at airport‘s arrival.
 
Sr. VP. Primesite Mandeep Malhotra said, "We were given the brief to implement a ‘hatke‘ innovation on a large format in top cities. We thus reached the target audience in an engaging manner that clearly stood out amidst the crowd and made its presence felt."