Lakme, a brand from Hindustan Unilever (HUL), has launched its Rouge Bloom collection through a stunning Anamorphic Digital Out-of-Home (DOOH) campaign in Mumbai.
Designed to captivate makeup enthusiasts, this initiative adds a new dimension to the brand’s high-voltage marketing strategy, amplifying its reach and sparking curiosity among commuters.
The Anamorphic DOOH campaign is running exclusively on the Vakola Flyover Digital Billboard, a digital media asset in Mumbai, with Lakme occupying all available slots. Managed by Rapport India, the outdoor media arm of IPG Mediabrands India, this campaign targets 100% of the audience passing through this location.
Strategically launched just ahead of the festive and wedding season, the campaign aims to create high recall for the new Rouge Bloom collection among its target audience. The 30×30-foot digital billboard at Vakola Flyover was chosen for its size, high-definition display, and prominent location. Its ability to showcase anamorphic content enhances the overall visual experience, making it an ideal platform for this launch.
Located on the Western Express Highway, a major artery in Mumbai, the Vakola Flyover serves as a key route for commuters travelling between North and South Mumbai, as well as those arriving from Mumbai International Airport, as per the brand.
The centrepiece of this campaign is the Rouge Bloom Matte Lipstick, which is presented through anamorphic visuals, highlighting its standout features alongside Lakme’s brand ambassador. This visually immersive content helps reinforce the product’s appeal, creating a memorable impact on viewers.
