DDB Mudra was given the daunting task of spreading the message about Star Plus’ new vision through an OOH campaign across Mumbai, UP, Delhi and ROM through a campaign where timing was key.
According to Gour Gupta, Executive Director, DDB Mudra Group & CEO, DDB MudraMax (OOH, Events & Experiential), the brief was to bring alive the thought and the new Star logo. “Our new campaign depicts this refreshed ‘Nayi Soch’ of the channel. It was a tough task since the launch had to be achieved simultaneously all over India on November 7, 2016,” he told us.
The challenge was to put the campaign across markets on November 7, 2016 by 8:00 am and also to ensure that the previous Star Plus campaign with old logo was pulled down at the same time. The entire campaign lasted for 10 days in Mumbai and 15 days in UP, Delhi and ROM.
“The team headed by Vijay Jain, did a fabulous job at completing the task. We kept the much loved characters of Star Plus and the new logo as the hero of the creatives. The scale of the campaign was massive. It has used 500,000 sq. ft. of the OOH space for promotion in the Hindi speaking belt ranging from Mumbai, UP, Delhi and ROM,” said Gupta.