Mumbai, 24th September 2025 – MOMS, the outdoor specialist unit of Madison World, delivered two large-scale festive campaigns for Polycab during Ganesh Utsav in Mumbai and Onam in Kerala.
For Ganesh Utsav, MOMs designed on-ground interventions that addressed real-time challenges faced by devotees. Polycab’s Comfort Zone Initiative transformed a bus shelter near Lalbaug Pandal with cushioned seating, mobile charging stations and ventilation fans to provide relief during long queues. Additionally, in partnership with BMC and Mumbai Police, two elevated Watch Towers were installed at Juhu Beach to enhance crowd safety and management during visarjan, positioning the brand as a partner in public well-being.
In Kerala, the Onam campaign focused on contextual OOH messaging integrated with cultural relevance. Messages featuring Maveli — including “Safe, Happy Connection – This Onam and Beyond” — highlighted Polycab’s product strengths while staying rooted in tradition. A key innovation was the LED Pookalam billboard in Kochi and Trivandrum, which recreated the iconic floral rangoli with vibrant LED lighting, showcasing Polycab’s lighting range and delivering high-impact visibility in festive hotspots.
Shwetal Basu, Senior Vice President, Brand & Marcom, Polycab India ltd., said, ” At Polycab, we believe in building stronger, meaningful connections. Festivals like Ganesh Utsav and Onam are not just celebrations- they are opportunities to bring people together in spaces that prioritise comfort, safety and accessibility. This year team MOMS carried this spirit forward by creating few functional, people-centric interventions for Polycab, that truly reflected the joy of the season.”
Commenting on the campaigns, Jayesh Yagnik, CEO, MOMS, said “Festivals are high-engagement moments that allow brands to connect emotionally with audiences. With Polycab, our focus was not just on visibility but on creating meaningful impact — from comfort and safety during Ganesh Utsav to culturally resonant storytelling during Onam. These campaigns are strong examples of how OOH can merge innovation with relevance.”MOMS is a part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year. MOMS handles blue chip clients like Asian Paints, Raymond, Pidilite, Maruti Suzuki, Mcdonalds, Bajaj, Caltex, Pepsico, ITC and several others.
