To mark the launch of its newest game show, Wheel of Fortune, Sony Entertainment Television rolled out one of the largest outdoor advertising campaigns seen in recent times. Executed by MOMS Outdoor, the campaign delivered an extraordinary 2,300+ outdoor site takeover across Mumbai and Delhi, instantly turning both cities into live promotion zones for the show.
Designed for immediate impact, the campaign ensured that audiences could not miss the arrival of Wheel of Fortune on television.
Wheel of Fortune OOH Campaign Creates Launch-Day Buzz
The campaign was strategically timed to go live on the day of the show’s launch, ensuring maximum attention at the most critical moment. Rather than building gradual awareness, the objective was clear — dominate visibility and generate instant buzz. As a result, commuters across Mumbai and Delhi encountered Wheel of Fortune visuals repeatedly throughout their daily journeys.
From highways to neighbourhood streets, the campaign created a sense of occasion around the show’s debut.
2,300+ Outdoor Sites Deliver City-Wide Visibility
One of the defining elements of the campaign was its sheer scale.
With more than 2,300 outdoor media sites, the execution ranked among the most expansive OOH launches in recent years.
This wide coverage allowed the campaign to blanket high-traffic zones, commercial districts, residential clusters, and transit corridors.
Consequently, the brand presence remained continuous rather than fragmented.
The scale ensured that Wheel of Fortune became part of the cityscape — not just another advertisement.
Multi-Format Media Strategy Strengthens Impact
The campaign used a powerful mix of traditional and digital outdoor formats.
These included:
-
Large-format billboards
-
Gantries and unipoles
-
Metro pillars and station panels
-
High-visibility digital screens
By combining static and digital formats, the campaign maintained both reach and frequency.
While billboards delivered dominance, digital screens added motion and energy to the creative.
Together, the formats worked seamlessly to amplify recall.
Targeting Key Routes and High-Footfall Zones
Strategic planning played a crucial role in the execution.
MOMS Outdoor focused placements across major arterial roads, transit routes, and high-footfall city hotspots.
This ensured exposure during peak traffic hours when attention levels are naturally high.
Moreover, metro infrastructure placements allowed the campaign to reach daily commuters repeatedly.
As a result, awareness built rapidly within a very short timeframe.
Translating Show Energy Into Real-World Presence
Wheel of Fortune is known globally for excitement, suspense, and fast-paced gameplay.
The outdoor campaign mirrored this energy through bold visuals and commanding formats.
Bright creatives, strong branding, and consistent messaging helped convey the show’s entertainment value instantly.
Instead of explaining the format, the campaign focused on intrigue and familiarity.
This approach encouraged curiosity while reinforcing Sony Entertainment Television’s entertainment leadership.
MOMS Outdoor Delivers Precision at Scale
Executing over 2,300 sites across two megacities within a limited time window required detailed planning and coordination.
According to Deepa Gupta, Senior Vice President – South & West, MOMS Outdoor, the campaign focused on scale, speed, and sight dominance.
She highlighted that flawless execution was essential to translate the excitement of Wheel of Fortune into a real-world spectacle.
The campaign demanded synchronised deployment, rapid approvals, and strict quality checks across every site.
Creating Cultural Moments Through OOH
Echoing the campaign’s intent, Jayesh Yagnik, CEO, MOMS Outdoor, emphasised the power of outdoor media when executed strategically.
He noted that impactful brands require impactful visibility.
According to him, the Wheel of Fortune campaign demonstrates how large-scale OOH can create cultural moments rather than just promotional exposure.
By aligning every format toward a single objective, the campaign achieved strong visual dominance across two of India’s busiest cities.
Reinforcing the Power of Outdoor Media
In an era dominated by digital content, this campaign reinforces the unmatched strength of out-of-home advertising.
OOH cannot be skipped, muted, or scrolled past.
When deployed at scale, it delivers immediate awareness and shared visibility.
For television launches, where timing and reach are crucial, outdoor media remains one of the most effective tools.
This campaign stands as a strong example of that impact.
A Landmark OOH Launch for Indian Television
Sony Entertainment Television’s Wheel of Fortune outdoor takeover sets a new benchmark for TV show launches.
By prioritising scale, timing, and format diversity, the campaign successfully turned launch day into a city-wide event.
The result was instant recognition, strong recall, and widespread conversation.
For both Sony TV and MOMS Outdoor, the campaign highlights how strategic outdoor execution can amplify entertainment properties at scale.
