Wings Pharma

Campaign Goal

To create a top of the mind recall for the brand

ORASORE - India's No. 1 Mouth Ulcer Gel

DICLOWIN - India's Safest Pain Killer brand amongst the mass audience

Pilot Campaign Details

The Strategic Solution

• Audio advertisements via integrated public announcement systems across busy Indian railway stations.
• Smart Ad Placement Strategy: Ads scheduled just before train announcements to ensure maximum listenership from passengers awaiting updates.
• This timing maximized attention and minimized the chance of ad skipping.

Real-Time Response

• Audience Validation on Social Media The campaign witnessed a surge in positive engagement on X (formerly Twitter)
• High interaction rates
• Spontaneous, enthusiastic user feedback
• Positive sentiment and curiosity around the brands | Outcome: Campaign extended for another month due to this real-time validation.

Voice of the Customer

A WIN-WIN COLLABORATION

Wings Pharmaceuticals was impressed with the performance and impact.

RESULT

• Decision to expand campaign to 8 states
• Target both urban and rural populations

New Reach:

Delhi, Haryana, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Jharkhand, Andhra Pradesh, Telangana

CAPITALIZING ON THE FESTIVE SURGE

THE RENEWAL CAMPAIGN ALIGNED WITH:

• Festive season (Oct-Nov 2024)
• Government's release of 7,663 special trains, increasing passenger traffic

Campaign Highlights:

1. Stations Covered: 103
2. Spots Per Day: 100 per station
3. Campaign Reach: 100 Crore+ estimated footfall over 30 days

RESULTS & IMPACT

• Substantial increase in brand visibility.
• Significant audience engagement on digital and on-ground.
• Strategic expansion validated by campaign performance.
• Deep penetration into rural and Tier-2/3 cities.

WINNING PARTNERSHIP

Ninja Media Creations & Wings Pharmaceuticals

This case demonstrates how data-backed media planning, real-time campaign optimization, and an understanding of public behavior can unlock exponential reach.

Together, we proved that railway audio ads remain a powerful channel for large-scale brand building.