Laqshya media OOH strategy for Foodpanda 'crave party' has hit it off
Foodpanda, India’s fastest growing food delivery company, has partnered with OMI, the Outdoor agency arm of the Laqshya Media Group to create a tempting ‘crave party’ on outdoors. The 3 - week campaign has generated a lot of buzz, courtesy a very impactful OOH strategy that is garnering eyeballs, and a witty humorous tongue-in-cheek creative that is getting everyone glued to the campaign in Mumbai and Pune.
With rapid digitalisation, India's resurgent food delivery industry has become core sector in Indian market. Consumers today are on the lookout for quality food and hence, constant engagement with the customers has become essential for food-delievry services. With a campaign like ‘The Crave Party’ that offers Lip smacking desserts starting at Rs.9, and being backed by a robust network with over 20K restaurants in around 150 cities, and more than 15,733 delivery riders; Foodpanda is poised to solve for the diverse food choices of the customers.
Speaking on the campaign, Anshul Khandelwal, Head of Marketing, Foodpanda, said, “Our campaign, ‘The Crave Party’ is garnering overwhelming response and we are very excited to see the way it’s catching up with the food lovers. We recently touched 3 lakh orders a day and are hopeful for an upward trend with more and more foodies joining our ‘crave party’. The idea behind this campaign was to deliver superior food experience and establish a connect with our customers basis the love for food; and we are thrilled to see our idea is becoming bigger with each passing day.” He further added, “The partnership with OMI has delivered perfectly. The media assets chosen by the team stand out and has generated great visibility on OOH.”
Speaking on the campaign, Naresh Bhandari, COO, OMI, said, “Online food delivery in India is one of the fastest growing sectors witnessing consistent growth by 15% per quarter. Given the daily chaotic lifestyle, the food delivery model has in the last few years gained increased popularity especially amongst the typical urban consumer who finds solace in ordering food online to save time and effort. Through their innovative approach, Foodpanda has been successful in attracting many first-time customers to ordering food online and through our expertise in understanding the psychology of the discerning urban consumer, we have used a media plan that reaches to them straight. The campaign devised for them is high on visibility and stands out breaking clutter amongst the competing brands on Outdoors. Our approach has been innovative, and the results are apparent by the noticeability we have garnered for them. The cluster – approach at key locations like Bandra and Pune ITO chowk has got a lot of buzz already and will continue to get much more talking with each passing day. Our association with Foodpanda has been great and we look forward working with their amazing team.”