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Parle goes outdoors with new litter free campaign

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MUMBAI: Media and manufacturing industries are abuzz with talks of Parle Products new Out Of Home (OOH) campaign in Delhi-NCR that upholds its pan India ‘Litter Free’ CSR project, backed by television ad campaigns.

Parle Products general manager marketing Pravin Kulkarni said, “The OOH campaign is aimed at capturing our youth’s attention, in their environment, with peers and passers-by; prompting conversations and driving them to take responsibility and stop littering. We are already seeing that littering has reduced in targeted locations.”

This high decibel awareness campaign, which took Cyber City and Cyber Hub by storm, has been developed by Havas Media Group’s OOH and activation brand Havas Media Active, whereas the TV commercial (TVC) and poster has been created by Thought shop Advertising and Film Productions chief creative director Vipin Dhyani.

When queried about their choice of venue, Havas Media Group India CEO Anita Nayyar explained, “We decided to take the OOH route and zeroed in on Delhi-NCR to catch en-mass this audience. To give a sense of scale, only Cyber City has 4 lakh working professionals and 50,000 visitors every day, which this campaign is addressing.”

As part of the campaign, OOH TV screens in buildings are playing three variations of the Parle Litter Free TVC - the Corporate Boss, the Class Monitor and Lady in the Shopping Mall looking for Mr. Clean. Along with captivating messages like – “Apnegharkosaafrakhnasabkoatahai. Tohsadkonkokyonahin?” and “Yehkachrewala ka kaamhai. It’s everyone’s responsibility,” the campaign makes it impossible for passersby to ignore the message.

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