Jeevansaathi has launched a striking Out of Home (OOH) campaign in the United States of America (USA), targetting Indians living abroad with a unique desi twist. Rolled out in collaboration with Clear Channel Outdoor & Outfront Media, digital OOH companies based in the USA, the campaign combines cultural nostalgia with bold humour to engage its audience.
With attention-grabbing taglines like “Even Nick has a desi girl, find your desi match,” Forget Burritos, find a desi man who cooks Rajma” and “Forget twerking, find a desi girl who makes London thumakda,” the campaign taps into the shared cultural identity and humour of the Indian diaspora.
This campaign stands out for its creative use of culturally resonant humour to captivate the audience. By drawing on popular cultural references and blending those with relatable aspirations of finding a desi partner, the campaign builds a strong emotional connection with its audience.
The campaign targets the Indians in the USA with a sense of belonging and a connection with the Indian culture and banters. With the bold colour choice of Red, the campaign can be spotted from a distance and the two-liners can easily be hooked among the passer-bys.
OOH advertising, particularly in high-density areas, is uniquely positioned to engage diverse audiences due to its high visibility and creative potential. For Jeevansathi, it’s a powerful way to communicate its brand ethos in a culturally relevant manner.
dorina@thefoundermedia.in
