Cultural Context:

Indians are used to asking each other for everything. To get them to use Google Maps for traffic, we had to reach them before they could ask each other. All creatives including OOH, YouTube and TV ads focused on a key problem that they could only partially solve by asking one another: Uncertainty. They showcased how everything we do, comes out on the road, be it a wedding celebration or a cricket match win.

250+ Hyper-local OOH at 4 key cities: In Placements right before key bottlenecks, hyper-local messaging dialled up the feeling of uncertainty by creatively renaming the road it’s placed on, into its jammed version.

Timed and Targeted Context: At key moments before commute(morning news traffic update integration with leading news channel NDTV) to mid commute(targeted digital banners served to phones approaching congestion prone geo-locations), consumers were targeted with contextual messaging.