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Billboard of the week: Being Human’s teaser initiative

24-January-2013
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Billboard of the week: Being Human’s teaser initiative

Early last week, busy junctions of Bandra and other prime locations in Mumbai were flooded with images of Salman Khan shirtless and with a question “What do I wear today?”

Spread across big media formats, the initiative created curiosity. The teaser was also carried on social media.

After a span of four days, the launch campaign of the new ‘Being Human’ store broke at the same spots. The creatives where replaced by Khan posing with different individuals wearing apparels of the ‘Being Human’ collection with statements such us ‘Today I wear life’, ‘Today I wear hope, ‘Today I wear unity’, ‘Today I wear respect’, ‘Today I wear affection’, ‘Today I wear care’ and ‘Today I wear happiness’.

The store is launched in partnership with Mandhana Industries, with whom Khan has signed an exclusive worldwide licensing arrangement for Being Human – The Salman Khan Foundation to design, manufacture, retail and distribute ‘Being Human’ fashion apparel.

This campaign was executed by Bright Outdoor in Mumbai.

exchange4media unanimous pick for billboard of the week is Being Human’s teaser campaign. Here is why we think the initiative was an impressive outdoor advertising concept...

The billboard that caught our attention this week is...
Being Human’s teaser campaign

We spotted it at...
Bandra-Tuner road junction

It stayed with us because...
The teaser campaign was successful in creating curiosity. It utilised the strengths of outdoor media. Simple concept, excellent execution and perfect location made this campaign stand out this week.

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