Continuing with the trend of eye-catching street furniture campaigns in Delhi, JCDecaux India has joined hands with Aaren Initiative and O&M to deliver three innovations in a row for Tata Indicom, Nokia and Vodafone.
In an official communiqué with exchange4media, Pramod Bhandula, Managing Director, JCDecaux, said, “Innovations continue to be a focal aspect for us. Our bus shelters are especially designed in a way that they can deliver and execute campaigns specific to client’s requirements, with each campaign looking distinct in itself. We shall, in the near future, install GPS and other innovative applications so that street furniture becomes even more experiential and engaging with the TG.”
Speaking on the innovation for Blackberry and Nokia Xpress, Bhandula said, “The marketing team of Tata Indicom, comprising Ashish Mehrotra and Priyaranjan Singh, along with their outdoor agency Aaren Initiative, briefed us about the launch. They wanted to launch their Blackberry phone in a larger than life format. Hence, we transformed the complete façade of the MUPI into a giant Blackberry mobile phone.”
“The eye-popping innovation was placed at the most prominent location in the heart of Delhi – Golf Club Road – attracting maximum eyeballs with its sheer scale and impact. For Nokia Xpress music phone, JCDecaux and Aaren Initiative conceptualised the campaign and displayed beautifully through a three-dimensional phone placed inside the MUPI and a lively headphone crowned brilliantly on the top,” he added.
This innovation was executed at 11 locations across the Capital’s NDMC area.
The innovation for Vodafone was conceptualised by their creative agency O&M. The same was strategically executed at a prime location outside the Aga Khan Hall in Delhi.
The campaign objective was to promote a two-day music sale of CD titles at subsidised rates for Vodafone customers, for which, the idea generated was to dress up the MUPI to look like a person carrying a stack of CDs. The look was further enhanced by writing an assorted list of CD titles over the MUPI giving a view of stacked CDs.