The Challenge: Building Trust in a Crowded Market
For a leading brand like Karma Ayurved, the goal was to move beyond mere visibility and establish deep-rooted institutional trust. The campaign needed to reach affluent, health-conscious families and professionals at the exact moments they make wellness decisions.
The Strategy: The 17-33-42-8 “Format Mix”
We deployed a data-driven media share strategy to ensure the brand appeared credible, authoritative, and unmissable across the city.
Media Share Breakdown
| Format | Share | Strategic Intent |
| Wall Panels | 42% | Premium Authority: Used to establish institutional credibility in business districts like ITO and healthcare hubs in West Delhi. |
| Public Utilities | 33% | Sophisticated Integration: Positioned at fitness hubs (Chattarsal Stadium) and transit nodes (Model Town Metro) to capture health-conscious commuters. |
| Unipoles | 17% | Frequency Drivers: Placed in high-traffic commercial zones like Karol Bagh to ensure top-of-mind recall. |
| Flexible/Mixed | 8% | Elite Filtering: Targeting ultra-premium enclaves like Punjabi Bagh and GK-1. |
Geographic Analysis: The West Delhi Anchor
While the campaign covered five distinct zones, we strategically concentrated 42% of the campaign in the West Zone. This area represents Delhi’s fastest-growing affluent residential market, allowing us to capture family health decision-makers.
Zone-Wise Reach:
- West Zone (5 Sites): 90,000+ daily reach focusing on affluent families and hospital-adjacent visibility (e.g., Kukreja Hospital Crossing).
- North Zone (2 Sites): 65,000+ daily reach targeting professionals near Model Town and Chattarsal Stadium.
- Karol Bagh (2 Sites): 38,000+ daily exposures in a high-intensity retail hub.
- NDMC-B & Center (2 Sites): 53,000+ daily reach establishing business-district prestige at ITO Crossing.
- South Zone (1 Site): 15,000+ daily reach in the prestigious Pamposh Enclave, GK-1.
Quantifiable Impact & Results
By leveraging Graphisads’ direct asset ownership, the campaign delivered massive urban reach:
- Daily Impressions: 75,000 to 95,000 individual exposures per day.
- Monthly Reach: 1.8M to 2.2M total impressions.
- Frequency: An average of 3-4x weekly exposures per individual, ensuring the brand story “sinks in” through repetition.
- Contextual Credibility: 75% of the media formats (Wall Panels and Utilities) were chosen specifically for their ability to blend into premium, trustworthy environments.
The Graphisads Advantage
Through this 12-location deployment, Karma Ayurved has been positioned not just as a product, but as a premium healthcare solution trusted by Delhi’s elite. We turn high-traffic urban veins into a private gallery for your brand.
