SONY MAX has rolled out an outdoor campaign for its latest property, Laalo, using branded autorickshaws across key Mumbai routes. Executed by MOMS Outdoor, the activation transforms a familiar urban transit format into a moving media vehicle, taking the show's branding directly into high-footfall neighbourhoods and commuter corridors. The campaign arrives at a time when television networks are under increasing pressure to create visibility beyond traditional promo spots and on-air inventory. By taking the property into public spaces, SONY MAX is extending its launch strategy into everyday consumer journeys rather than relying solely on broadcast reach.
Why transit media remains relevant For media planners, the campaign is a reminder that mobility-led outdoor formats continue to offer a unique advantage: frequency through movement. Unlike static billboards, autorickshaws travel through multiple catchments, allowing a single asset to generate impressions across different audience clusters throughout the day. The choice of autorickshaws is also notable because it aligns with Mumbai’s local culture and commuting behaviour. In an era dominated by digital targeting, brands are increasingly revisiting hyperlocal physical media that can create repeated exposure in dense urban markets.
What it means for the industry As entertainment brands compete for fragmented attention, launches are becoming less about buying reach and more about creating presence across touchpoints. Outdoor media is increasingly being used not as a support channel, but as a storytelling layer within broader campaign ecosystems. Our insight In crowded cities, the most effective media asset is often the one that moves with the audience rather than waiting for the audience to notice it.