What made brand Laxmi advertise on Times Square billboard?

South Asian Food brand in USA Laxmi was recently featured on a Times Square billboard in New York. The outdoor ad, executed by Togglehead India, was an extension of the brand’s 2021 Diwali campaign that featured Bollywood actress and brand ambassador Shilpa Shetty.

It was interesting to see a South Asian Food brand showcase its portfolio on Times Square billboard. Krish Ramnani, co-founder & director, Togglehead India, tells afaqs!, “The insight behind getting featured on Times Square was that the brand’s core consumer essentially belongs to South Asian countries like India, Pakistan, Bangladesh and Nepal. And, as per our research, the most densely populated place with the core target audience for this demography is still resides in New York and thus the iconic location!"

Suhasinee Patil, VP marketing, Laxmi, adds, "This campaign also marks the onset of the brand’s 50 years legacy campaign that will be rolled out next year (2022). It will be a 360-degree campaign that will be primarily digital-led and amplified over various platforms. It will also feature Shilpa Shetty as the face of the brand."

The feature on Times Square lasted for a day. Apart from outdoor media, the campaign also had television and print ads, as a part of its media mix.

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