In a first-of-its-kind localised campaign developed for India, BBC World has taken the OOH route in a differentiated way to drive home the point that international news also affects the Indian audience. For this, BBC has tied up with Pantaloons, wherein live models have been used to reiterate the campaign ‘What affects the world, affects you’.
Conceived by Vyas Giannetti Creative (VGC), this two-day campaign has real models standing in a show-window at a Pantaloons store located at Phoenix Mills, Mumbai. The enactment involves one of the models showcasing a dress, which is being made by a woman, depicted by another model, working on the loom continuously.
Speaking about the initiative, Vaishali Sharma, Head of Marketing and Communications, BBC India, said, “This is the first time a localised campaign has been developed in the country for the Indian audience. On the occasion of the Republic day, we have done something that we haven’t done before. With this unique concept, we are sure that people will be attracted and remember it.”
Partho Dasgupta, CEO, Future Media, said, “We are proud to have partnered BBC in this unique initiative. With such innovations, brands can surely capture more audience.”
When queried about the plans of BBC taking this idea to other places, Sharma said, “As of now, this campaign will be on display only for two days (January 25 and 26). We have not yet decided on taking it to any other places right now.” She further said that the channel would be exploring a lot of OOH opportunities in the future.