The new advertising campaign for promoting the launch of Cadbury’s Dairy Milk ‘Maha Pack‘, was done through a huge outdoor campaign. It was done across 15 cities in India targeting male and female consumers between the ages of 13 – 25. Plethora of billboards, metro trains, bus shelters, unipoles & train stations were used to advertise the product. The massive campaign showed a very creative and interesting idea of two sumo wrestlers holding the huge bar which is breaking the hoarding into two pieces cause of its weight. The other campaign included a truck carrying a billboard of the MAHA pack held together by two sumo wrestlers. This campaign successfully generated impact and reach through over 500 media units. Out of home advertising ideas like these are very useful and help generate great market for the brand.