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DDB Mudra Max creates innovative OOH campaign for Tata Housing

02-April-2012
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DDB Mudra Max creates innovative OOH campaign for Tata Housing

Tata Housing has been one of the most active real estate brands that have occupied strategic OOH vehicles in the past four months. DDB Mudra Max has helped Tata Housing’s Amantra and its few other properties execute innovative OOH campaigns over these months.

On the occasion of Gudi Padwa, Amantra focused on the idea of, ‘Take your dream to a new high.’ Billboards and gantries were used in the campaign. The campaign started during Gudi Padwa and will be live till early this week in Mumbai and Thane. The focus of the campaign was on communicating Amantra’s unique features and creating an emotional connect with the TG on the occasion of Gudi Padwa.

“Amantra is being designed by a well-known international architect. It is an exclusive luxury residential township that will have an elevated jogging track at the 14th floor, infinity swimming pool and wind channeling for airy homes. It will be the tallest residential structure in Kalyan,” said Rajeeb Kumar Dash, Marketing Head, Tata Housing.

“Through Gudi Padwa we wanted to connect with our TG to create excitement for the product. The idea is to make the project unique not only through product features but also by undertaking disruptive marketing,” he added.

The idea was to strategically cover main arterial routes of both, western and eastern suburbs of Mumbai and hence sites were taken on these routes. In order to create a buzz around Gudi Padwa, a large cut-out of Gudi jetting out of the billboards were installed on all sites, including the Western and Eastern Expressway.

Commenting on the campaign execution, Arun Rogha, Group Account Director, DDB Mudra Max said, “The brief was to execute a campaign keeping Gudi Padwa in mind. Gudi Padwa is considered as an auspicious day and is celebrated by hoisting Gudi outside homes and windows. Hence, in order to connect our campaign with the festival and generate buzz around the project, large-size Gudi’s on billboards were installed.”

It can be noted that prior to this campaign, DDB Mudra Max also executed few other innovative outdoor campaign in Mumbai and Ahmedabad for Tata Housing. The campaign that was live in Mumbai had a slew of innovations such as backlit cut-out of a lady jogging and a swimmer diving. To communicate wind channeling for airy homes, a rotating pin wheel was fabricated and installed on billboards and gantries. Billboards at Bandra ROB and gantries at Chembur Priyadarshini were taken as they attract huge traffic during peak hours. These innovations were creatively fabricated to give 3D effect.

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