The Challenge: Capturing the Heart of the Capital
To communicate effectively in the nation’s capital, the Haryana Government required a campaign that balanced high-prestige institutional presence with high-volume commuter reach. The goal was to ensure visibility among policy-makers, business leaders, and the massive daily transit population of the Delhi NCR region.
The Strategy: The Institutional & Transit Corridor Model
Graphisads deployed a tactical 10-site network across four critical zones in Delhi, specifically selecting formats that align with governmental authority.
Media Share Breakdown
| Format | Sites | Share | Strategic Purpose |
| Public Utilities | 7 | 70% | Transit Domination: Placed along high-volume arteries like Noida Link Road and near major metro hubs to capture massive commuter traffic. |
| Wall Panels | 3 | 30% | Institutional Prestige: Strategically positioned in VVIP zones like Janpath and near the Ministry of Finance to establish authority among decision-makers. |
Geographic Analysis: Zones of Influence
The campaign targeted specific hubs to ensure a 360-degree impact on the capital’s diverse demographic.
- East Delhi (50% of Campaign – 5 Sites):
- The Gateway Strategy: This zone represents the campaign’s highest concentration, focusing on the Noida Link Road.
- Locations: High-impact sites opposite Akshardham Temple and Yamuna Bank Metro Station capture the heavy daily flow between Delhi and Noida.
- Impact: Massive visibility among professional commuters and tourists.
- NDMC Zones (30% of Campaign – 3 Sites):
- The Power Corridor: Strategic placements in NDMC-B and NDMC-C.
- Locations: Janpath Road (BSNL Building), South Block (Opposite Ministry of Finance), and North Avenue.
- Impact: Direct exposure to the government’s administrative heart and VVIP transit routes.
- South Delhi (20% of Campaign – 2 Sites):
- The Professional Hub: Two sites along Africa Avenue.
- Locations: Near August Kranti Bhawan and RK Khanna Tennis Stadium.
- Impact: Targeting affluent residents, sports enthusiasts, and business professionals.
Quantifiable Impact & Execution
Through Graphisads’ precise inventory management, the campaign achieved unmissable urban scale:
- Total Sites: 10 premium locations across Delhi.
- Institutional Adjacency: Direct placement near the Ministry of Finance and BSNL Building signals reliability and authority.
- Commuter Saturation: 50% of the campaign concentrated on the East Delhi corridor ensures constant exposure to a diverse, mobile population.
- Psychology of Size: The use of wall panels in high-security zones creates a sense of permanence and governmental presence.
Conclusion
This deployment proves that the right mix of prestige (Wall Panels) and penetration (Public Utilities) can define a government’s presence in a complex urban environment. By partnering with Graphisads, the Haryana Government successfully turned Delhi’s most influential streets into a high-authority brand gallery.
