Out-of-Home (OOH) advertising is often criticised for being one-directional. However, a recent coordinated campaign by Zepto and Otrivin proves that outdoor media can spark contextual storytelling when executed smartly. Published at the end of December 2025, the campaign turns a common winter problem—seasonal congestion—into a clever brand conversation played out across adjacent digital billboards.
Rather than competing for attention, both brands complement each other, creating a sequential narrative that commuters can instantly relate to.
Setting the Scene: A Relatable Winter Insight
The campaign taps into a simple but powerful consumer truth. Winter often brings blocked noses, which dull the sense of smell and take away from small pleasures like enjoying perfumes. This everyday frustration becomes the foundation of the campaign’s storytelling.
The first creative, led by Zepto, sets a positive aspiration:
“This smells so good, get perfumes & more in 10 mins.”
Almost immediately, Otrivin follows with a reality check:
“Blocked nose, can’t smell? Get Otrivin spray in 10 mins.”
This contrast between desire and discomfort makes the messaging both humorous and instantly understandable.
How Sequential Billboards Create a Problem–Solution Loop
What makes this campaign stand out is the deliberate placement of creatives. By using adjacent or sequential digital billboards, the brands create a visual dialogue rather than isolated messages.
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Zepto introduces the benefit – enjoying fragrances and indulgent products
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Otrivin delivers the solution – quick relief from nasal congestion
Because both messages appear within the same commuter journey, audiences subconsciously connect the dots. As a result, recall improves, and the messaging feels less intrusive and more conversational.
The Power of Contextual OOH Advertising
Contextual relevance is the backbone of this campaign. The messaging aligns perfectly with:
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Seasonality – winter congestion
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Consumer mindset – quick fixes and instant gratification
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Location – premium, high-traffic urban zones
By addressing a problem people are already experiencing, the campaign avoids forced persuasion. Instead, it feels timely and helpful, which is exactly what modern OOH advertising aims to achieve.
Digital LED Screens Enhance Visibility and Impact
The campaign is executed across premium digital LED screens, ensuring high visibility and crisp readability. Bright colours, minimal copy, and bold typography help both creatives stand out even in fast-moving traffic environments.
Moreover, digital screens allow the creatives to feel modern and aligned with both brands’ tech-forward positioning. This is particularly important for Zepto, whose brand promise revolves around speed and convenience.
Strategic Brand Alignment: Speed as a Shared Promise
One of the smartest aspects of the campaign is how both brands align around a single promise—“10-minute” solutions.
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Zepto reinforces its quick-commerce delivery strength
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Otrivin positions itself as fast-acting relief
This shared narrative strengthens credibility for both brands. Rather than feeling like an accidental pairing, the collaboration feels intentional and strategically sound.
Why This Campaign Works for Today’s Urban Audience
Urban consumers are exposed to hundreds of ads daily. What cuts through is relevance, simplicity, and wit. This campaign succeeds because:
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It uses real-life insight instead of exaggerated claims
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It creates visual continuity rather than clutter
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It respects the viewer’s intelligence
Consequently, the campaign demonstrates how brands can collaborate without diluting individual identities.
Key Takeaways for Media Planners and Brands
This campaign offers valuable lessons for advertisers:
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OOH works best when creatives talk to each other
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Context beats scale when it comes to recall
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Seasonal insights can unlock instant relatability
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Digital OOH allows storytelling, not just display
Therefore, coordinated outdoor campaigns can deliver far more impact than standalone hoardings.
Conclusion: A Smart Blueprint for Collaborative OOH Campaigns
The Zepto and Otrivin campaign shows how outdoor advertising can move beyond static messaging into smart, contextual storytelling. By turning a winter inconvenience into a witty brand exchange, both brands manage to stay memorable without being loud.
Ultimately, this campaign sets a strong benchmark for how brands from different categories can collaborate meaningfully within the OOH ecosystem.
