In order to promote its latest drama ‘Beauty and the Beast’, Big CBS Love initiated an extensive outdoor campaign. While the outdoor campaign for ‘Beauty and the Beast’ was executed across sites in Mumbai, Delhi and Bangalore for three weeks, an innovation was put forth only in Mumbai.
A billboard with neon lights highlighting the headline ‘How Brave is Your Love?’ and the front-lit cut-outs of the faces giving the hoarding a 3D effect was structured. The true innovation on the billboard was in the yellow-green on-off function lights, which formed the eyes of the male lead character Jay Ryan aka The Beast. The campaign was executed by MOMS.
Here are two reasons why we think Big CBS Love’s 3D effect billboard deserves a special mention...
Interesting executional effort
The basic reason why outdoor advertising cannot experiment in and around city landscapes is because of the stringent traffic regulations. It was interesting to see how Big CBS Love streamlined themselves with perseverance to get the necessary approvals and executed a good display.
Location mapping is the most important thing that brands must keep in mind while rolling out an outdoor campaign. This particular installation was located at Thackeray Flyover, Mumbai’s prime location where there is maximum traffic attention.