Ambrane has taken its charging cables to the Delhi Metro with a new out-of-home campaign that uses everyday commuter situations to communicate the product’s features.
The campaign is running across trains on the Yellow and Blue Lines, using commuter touchpoints to deliver messages built around the functionality of Ambrane’s charging cables.
The creative uses familiar moments from daily urban life to frame product benefits through humour. Messages including “Faster Than Your Sprint For The Seat”, “Longer Than Your 9 To 5” and “Unlike Your Ex, These Don’t Break Up” link the cables’ features to situations familiar to Delhi Metro commuters.
The campaign uses the Metro environment as part of the creative, with the brand positioning its messaging around the routines and experiences of commuters rather than using the space solely as a traditional advertising medium.
“Consumers today are surrounded by advertising, so simply being visible is no longer enough. We wanted to create something that could make people pause, smile and perhaps see the brand a little differently. The Delhi Metro gave us an opportunity to take a product that is part of everyday life and give it a more distinctive voice. For Ambrane, this is as much about building brand affinity as it is about communicating what our products do,” said Ashok Rajpal, Managing Director, Ambrane India.
Ambrane said the campaign will be extended across social and digital platforms and other consumer touchpoints as part of a wider 360-degree rollout, with the aim of increasing reach, conversation and brand recall.