Big Street, the OOH division of Reliance Media World, has come up with interesting innovations for Nike at the Delhi Metro Rajeev Chowk station in Delhi’s bustling Connaught Place area recently. They have put up wall brandings against the two walls of the entrances at Gates 4 and 5, said to be the first such wall branding at any DMRC entry gate.
What makes this campaign interesting is the creative, which has young Indian sports stars wearing or carrying the Nike products.
This campaign has been undertaken by Big Street to promote Nike’s sportswear collection, which includes Airmax 90, Cortez, The Nike Dunk, NSW Tee, Eugene Track Jacket and Windrunner brands.
Rabe Iyer, Head of Big Street, said, “The campaign will run for one month at DMRC. Nike wanted to reach out to the young target group, hence along with Rajeev Chowk Metro station, we have the branding at the Delhi University station as well.”
He further said, “The reason we chose Rajeev Chowk as a destination for this OOH initiative is because as per a recent report by DMRC, the Rajeev Chowk station receives a daily footfall of four lakh commuters and hence, is ideal for mass reach. Counting in the average footfall, Big Street identified Rajeev Chowk as the best options due to the fact that more people would be exposed and a subconscious drive to satisfy curiosity could be created.”
“Strategically placed at the side-walls of the two main entrances of Rajeev Chowk station, the campaign will reach out to approximately 4 lakh commuters who visit the station each day. With an aim of reaching out to the youth of the city, the campaign has engaged the right tool and used apt visuals to appeal to the specific target audience. Similar wall branding has been also done at the Delhi University Metro station, which receives maximum footfall of college students,” Iyer added.