Rahul Akkara, vice-president, marketing, Parag Milk Foods,tells afaqs!, "The creatives have already started showingimpact on sales and overall brand recall, but since it's justbeen about a week since the campaign broke, I can't sharesales figures just yet."
Bangalore based creative agency Scion Advertising hasworked on the minimalistic campaign, while three outdooragencies, Poster scope, Percept and OAP, handled theoutdoor media.
As the product is available only in these two cities, thecompany felt that outdoor would be the right way to go. Ithas used 100 bus shelters in Mumbai and 12 in Pune, andthree hoardings in Mumbai and 15 in Pune, in addition tofive AC buses in Mumbai. Akkara informs that the ad spendon this outdoor campaign in the two cities was about Rs 50lakhs.