Client : Idea Cellular
Brand : Idea Cellular
Outdoor Agency: 141 Wall Street
Title : ‘What an Idea’

When it comes to projecting a brand on a surface of enormous proportions, the 30,000 sq ft glass façade of the Air India building in Mumbai's Marine Drive area is proving to be OOH advertisers' first preference.

It may be recalled that the same surface was chosen to promote the 'Ariel - It's Possible Club' in February 2008. The glass façade of the Air India building was lit up at night in the green glow of the Ariel brand.

On August 22, the glass façade of the Air India building was lit up with brand Idea as part of the ongoing promotional exercise for the cellular service provider's launch in Mumbai.

Commenting on the initiative, Praveen Vadhera, Country Head-OOH, 141 Wall Street, said, "Apart from using the usual mass media, the endeavour was to create a unique property/ happening in the out-of-home sphere, which, just by the mere thought and view, would bring out the expression 'What an Idea'. Since it was Mumbai, it had to be something that was an integral part of the Mumbai landscape and lingo, a modern landmark for the city."

Using projection systems in excess of 250,000 lumens, claimed to be the first of its kind in the intensity projection on an architectural form in the country, snap shots of Idea's ongoing outdoor campaign was positioned on the glass façade from 8:30 pm to 10:30 pm. The 'idea' was to further position the brand as a champion, elevating and humane. Another first to this exercise, claimed 141 Wall Street, was a unique usage of space cannons for architectural illumination to communicate the brand's message.

Vadhera added, "In order to promote the light spectacle for Idea and celebrate the spirit of Mumbai, we also did a one day road block on Red FM and Radio Mirchi."

Also read:

It's Possible Club