In the increasingly cluttered billboard space, the brand and message often remain unobserved. While nightfall sees billboards lit up, the lighting is mostly static. To catch the commuter’s eye, Eye Candy Visuals Pvt Ltd has installed an innovative ‘electroluminescent billboard’ for Maruti Suzuki’s Grand Vitara at the Modi Mills flyover in South Delhi.
Eye Candy Visuals claims to be the first company to introduce this technology in India. The OOH agency has tied up with US-based Natgeolock Technologies to produce the large format ‘lenticular visuals’ and ‘electroluminescent lighting’ (EL) animated images.
The ‘Grand Vitara’ billboard project is a venture between Maruti Suzuki, their media partner Portland, and Eye Candy Visuals.
Electroluminescent technology allows for paper-thin vinyl to light up in selected animation sequences causing the billboard or poster to be immediately noticed. This technology proves far more effective in drawing passer-by attention to the message portrayed than regular static prints. This is the largest undertaking using the electroluminescent technology in India to date.
Arjun Nanda, Director, Eye Candy Visuals, explained, “Till now, only neon technology existed. A big drawback of this technology is that only lights can be lit. In electroluminescent lighting, these lights can animate in any part of the billboard. Moreover, it consumes 30-40 per cent less electricity.”
In early February 2008, Eye Candy Visuals had installed two large EL billboards and four EL posters for the Johnnie Walker Classic Golf Tournament. These were installed at the high visibility duty free shops at the Indira Gandhi International Airport in Delhi.
Coming to the technical part of it, electroluminescence is a paper-thin panel that contains an organic phosphor-based material. When electricity is passed through the phosphor, it illuminates and animates in a pre-set sequence. Posters and billboards that were previously static can be made animated with motion. EL is vibration and impact resistant, and consumes less electricity, making it one of the most cost efficient light sources.
Because of their flexibility, the sheets can be attached to any flat or curved surface and can even be framed like a picture or hung like a banner. Any artwork supplied can be animated to light as per specifications. The panels can be customised to illuminate in any size, shape, colour or sequence. The potential of this product is immense across a wide range of appliances.