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Tag: Jayesh Yagnik

  • Shaadi.com stirs up Lucknow with giant kadhai ad

    Shaadi.com stirs up Lucknow with giant kadhai ad

    MUMBAI: Who knew a humble kitchen kadhai could cook up such a storm? Shaadi.com’s latest outdoor campaign in Lucknow has done just that, turning a beloved North Indian superstition into a citywide spectacle.

    Partnering with Moms, the outdoor specialist from Madison World, the matchmaking platform unveiled a giant kadhai installation that instantly caught eyes and sparked conversations both on the streets and online. The campaign draws from the cheeky local saying, “Kadhai se kha liye? Shaadi mein baarish pakki!,” a superstition as familiar as it is funny.

    By turning that everyday phrase into a playful visual, the campaign struck a chord with audiences who couldn’t resist stopping for selfies, laughs, and a touch of nostalgia. It was a perfect recipe for virality, a mix of wit, warmth and cultural flair.

    “With this campaign, we wanted to showcase Shaadi.com’s relatable, light-hearted side in a way that truly connects with regional culture,” said Moms chief executive officer Jayesh Yagnik. “The kadhai idea taps into a shared superstition and turns it into a moment of joy and connection.”

    Shaadi.com brand manager – creative and social Johanna Israni added, “Some of the best ideas come from simple memories. Sneaking a bite from the kadhai is a universal moment, and we just blew it up, literally, to bring a smile to everyone’s face.”

    Conceptualised by Shaadi.com’s in-house creative team and executed with Moms, the campaign was further amplified digitally by Pulpkey. The result? A light-hearted outdoor activation that served equal parts nostalgia and novelty, proving that in advertising, sometimes all it takes is a good story, a great laugh, and one oversized kadhai.

     

  • MOMS and Mother Dairy serve festive flavour at Lalbaugcha Raja

    MOMS and Mother Dairy serve festive flavour at Lalbaugcha Raja

    MUMBAI; MOMS, part of Madison World’s expansive communications stable, has teamed up with Mother Dairy to light up Ganeshotsav at Lalbaugcha Raja with a splash of colour and clever branding. The campaign turned one of Mumbai’s most visited pandals into a canvas of festive cheer, weaving the dairy giant’s identity into the city’s biggest celebration.

    The takeover stretched across the pandal’s busiest touchpoints, from the Mannat line outdoor to the Lalbaug exit milestone gate. Each installation fused devotional spirit with Mother Dairy’s warm, everyday ethos, ensuring the brand stood tall in the swirl of faith, festivity and footfall.

    “Lalbaugcha Raja isn’t just an event, it’s an emotion for millions,” said MOMS, chief executive, Jayesh Yagnik. “Our goal was simple: to respect the cultural sentiment while creating a memorable brand presence.”

    Mother Dairy echoed the sentiment, noting that the campaign gave the brand a chance to engage directly with devotees. “Festivals are about joy and togetherness, and this celebration reaffirmed the bond we share with Mumbai,” said a company spokesperson.

    MOMS has built a reputation for scale and precision. With clients ranging from Asian Paints to Maruti Suzuki, its latest splash at Lalbaug shows that in the right hands, out-of-home can be as heartfelt as it is high-impact.

  • Fevicol sticks its name on Mumbai metro station in branding coup

    Fevicol sticks its name on Mumbai metro station in branding coup

    MUMBAI, 13 March 2025 – In a brilliantly adhesive marketing move, Pidilite Industries has slapped its iconic Fevicol brand onto Marol Naka Metro Station, permanently bonding itself to one of Mumbai’s busiest commuter hubs.

    The station, now officially dubbed Fevicol Marol Naka, marks the first time the adhesive giant has glued its name to public infrastructure, creating an unmissable presence in a location that sees millions of Mumbaikars pass through its gates daily.

    The  rebrand coincides with what would have been the 101st birthday of Pidilite’s founder, the late Balvantray Kalyanji Parekh, whose first manufacturing facility stood a stone’s throw from the station – a connection that company bigwigs were keen to cement.

    “At Pidilite, we believe in building lasting bonds,” said managing director Bharat Puri in what must surely rank as the most on-brand statement ever delivered. “This initiative brings immense pride to our employees who frequent this station daily.”

    The station makeover, which reportedly cost Pidilite a packet that would make even Mumbai’s eye-watering property prices look reasonable, includes playful artwork featuring the brand’s legendary humorous advertisements that have stuck in the nation’s collective consciousness for decades.

    branding metro

    For commuters accustomed to Mumbai’s famously packed trains, the irony of being sandwiched together in carriages sponsored by the country’s most famous adhesive won’t be lost.

    Madison’s outdoor media specialists MOMS orchestrated the deal, with CEO Jayesh Yagnik noting that metro stations offer brands  “an effective and meaningful targeted audience.” 

    Times OOH –  which is the the sole concessionaire of Mumbai Metro Line1 –  COO Rohit Chopra was quite cock-a-hoop about the station branding. Said he: “ Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives.”

    Industry insiders suggest this high-visibility gambit could trigger a rush of copycat deals, as brands scramble to paste their identities onto Mumbai’s expanding metro network before the best stations are taken. Chopra is  surely going find himself busy fielding proposals. 

    For now, Fevicol has ensured that its relationship with Mumbai’s commuters will be exactly what its products promise: impossible to separate.

  • Moms execute a high impact OOH campaign for Polycab

    Moms execute a high impact OOH campaign for Polycab

    Mumbai: Polycab launched a high-impact multimedia OOH campaign through Moms, the OOH specialised unit of Madison World, aiming to foster top-of-mind recall.

    Moms strategically selected traditional OOH media to target religious, tourist, and electrical market areas, effectively reaching their primary audience. Overall, the campaign targeted over 90 Tier-2 and Tier-3 cities using 150+ traditional OOH units, while also tapping into the top 8 metro cities with approximately 190 high-frequency media units across airports, buses, and metro trains.

    Moms CEO Jayesh Yagnik commented on the campaign’s success, “This campaign reflects the power of OOH in engaging consumers across diverse touchpoints. With Polycab, we aimed not only to enhance visibility but also to deliver a campaign that resonates with their audience.”

  • Godrej Appliances and MOMS surprise travelers with an innovative baggage claim experience

    Godrej Appliances and MOMS surprise travelers with an innovative baggage claim experience

    Mumbai: Godrej Appliances, a part of the Godrej and Boyce is one of India’s leading manufacturers of home appliances. With a strong focus on innovation, sustainability, and design, the company has always left its consumers in awe. Standing true to its belief, the brand once again demonstrated its innovative spirit with the launch of the ‘Touch Wood’ campaign, transforming the routine experience of baggage claim into an interactive brand engagement at Goa’s Mopa Airport.

    The campaign was conceptualized and executed by MOMS, where an ordinary day was brought to life as travelers were greeted with an unexpected sight of sophisticated wood-themed air conditioning units and life-size refrigerators traveling on the baggage conveyor belts with “Just Arrived” tags, sparking excitement and curiosity among the passengers. The idea of placing home appliances in an unexpected location transformed the baggage claim area into a novel experiential marketing space.

    Commenting on this initiative, Godrej Appliances head of marketing Swati Rathi said, “The nature-inspired wood-finish Eon Vogue series of appliances are unique in their looks and automatically capture attention. By placing them creatively in an unexpected environment, we stood out and made a memorable impact. The genuine excitement visible in consumer reactions validated our efforts towards engaging consumers creatively. This activity was one amongst a series of marketing efforts being deployed across various touchpoints for the promotion of this new range. It’s not enough after all for products to be innovative and differentiated. In today’s times, the marketing efforts should also be equally innovative and live up to the brand philosophy of ‘Soch Ke Banaya Hai’.”

    Speaking about the campaign and its idea, MOMS CEO Jayesh Yagnik said, “The ‘Touch Wood’ campaign is a prime example of the power of experiential marketing. While conceptualizing the campaign with Godrej Appliances, we focused on how creative thinking and strategic placement can create powerful brand engagement, transforming ordinary moments into unforgettable experiences.”

    MOMS VP- West & South Deepa Gupta shared her experience, “The ‘Touch Wood’ campaign at Goa’s Mopa Airport brilliantly showcases how our innovative approach of placing the wood-finish appliances on the baggage claim belt, created a tactile and immersive experience captivating and engaging all senses and sparking curiosity among the old & young. This sensory-rich approach allowed travelers to touch, feel, and truly appreciate the unique design and reinforced the Godrej brand ethos & philosophy of ‘Soch Ke Banaya Hai’. This activation not only sparked curiosity but also left an indelible mark on the passengers, offering a profound encounter with the Eon Vogue series, and leaving a lasting impression.”

  • DS Group’s Pulse Candy partners with MOMS Outdoor

    DS Group’s Pulse Candy partners with MOMS Outdoor

    Mumbai: On World Compliment Day, Pulse Candy, a leading hard-boiled candy brand owned by the DS Group, launched a heartfelt outdoor campaign honouring the local heroes. Executed and implemented by MOMS Outdoor, a unit of Madison World, the ‘Pulse of Compliments’ campaign adopted a people-centric approach that extended compliments to individuals whose selfless actions serve as the foundation of communities.

    A number of billboards were displayed featuring the late Trilochan Singh Ji (Founder of Veerji Ka Dera), Raji Ashok Ji (Chennai’s beloved ‘Auto Akka’), Aditya Kumar Ji (aka ‘Cycle Wale Guruji’), Anoop Khanna Ji (Founder of Dadi Ki Rasoi), Prince Mehra Ji (known as ‘Birdman’) and Ravi Shankar Ji (Founder of Roti Bank) in their respective cities such as Delhi, Chennai, Lucknow, Noida, Chandigarh and Bihar. With this Pulse Candy campaign on ‘World Compliment Day’, DS Group aimed to highlight these unsung heroes and their deeds that eloquently convey the true essence of humanity and their exceptional spirit to go above and besyond for the greater good. In addition to the audience on the street, this gesture not only attracted the attention of the internet, but also of other brands, igniting a ripple of praise and banter.

    DS Group General Manager – Marketing, DS Foods Arvind Kumar commented, “Having celebrated World Compliment Day four years in a row, this time, Pass Pass Pulse is approaching it differently by directing focus towards individuals who exemplify selflessness. By harnessing the unique power of compliments, we aim to acknowledge the exceptional contributions of these remarkable individuals. It brings us immense joy to see them receiving the recognition they truly deserve.”

    MOMS Outdoor CEO Jayesh Yagnik also commented, “We at MOMS are very proud to be part of this extremely thought-provoking campaign in honour of society’s noble souls who are the true torchbearers of humankind in this age and time. We were delighted to strategize and execute such an ambitious outdoor campaign for DS Group.”