ITC: Manoranjan Ka Pitara (Box of entertainment)

Madison OOH Madison

Diversified conglomerate, ITC, increased penetration and drove trial and purchase for its FMCG brands across rural markets with the Manoranjan Ka Pitara campaign in India.

Campaign details

Brand: ITCBrand owner: ITCAgency: Madison OOHMarket: IndiaSector: Food industry (general), Household & domestic (general) Media channels: Other & ambient media, Outdoor, out-of-home, TelevisionBudget: Up to 500k

Executive summary

ITC was one of India's foremost private sector companies and a diversified conglomerate with businesses spanning across fast moving consumer goods, hotels, paperboards and packaging, agri business and information technology. The campaign was part of the FMCG business of ITC and was constructed across various brands in the portfolio.

With the aim of increasing penetration and...

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