SAB creates a Valentine effect for ‘Mohalla Mohabbatwala’

SAB creates a Valentine effect for ‘Mohalla Mohabbatwala’

Author | Sumita Patra | Tuesday, Nov 21,2006 8:49 AM

SAB creates a Valentine effect for ‘Mohalla Mohabbatwala’

It may be too soon to celebrate Valentine’s Day, but for SAB ‘V’ Day is already here. The channel has undertaken a unique outdoor initiative for its show ‘Mohalla Mohabbatwala’ – which airs on Monday to Thursday at 10 pm – which involves heart shaped balloons and the colour red, so strongly associated with Valentine’s Day.

Conceptualised by outdoor company AD’s World, the outdoor initiative involves special heart-shaped balloons hoisted up at 16 locations across 13 cities in India, which include Mumbai (two lit and two non-lit balloons), Gurgaon, Noida, Amritsar, Ludhiana, Kanpur, Lucknow, Agra, Bhopal, Ganganagar, Ahmedabad, Allahabad and Jaipur.

The month long activity commenced in the first week of November and will continue till the first week of December. The balloons have been put up at a height of 45-50 feet and they remain static throughout the day. The lit balloons are up between 9 pm and 11 pm, while the non-lit ones are up between 9 am and 7 pm.

Explaining the idea behind the concept, Varsha Ojha, Manager Marketing, SAB, said, “‘Mohalla Mohabbatwala’ is all about love and how everyone in this mohalla is in love with each other. These feelings of compassion, love, and warmth needed to come out in our communication. The best way to reveal this feeling was to use the most celebrated symbol of love, i.e. hearts. However, to roll this out effectively we had to make these hearts ‘larger than life’. Hence, we came up with the idea of putting up large red heart-shaped inflatable balloons across the country.”

According to Ajay Dhawan, Founder and CEO of AD’s World, this kind of innovation was “a platform of communication which is visible to traffic from two or more sides depending upon the location the balloon is placed”.

“It involved a whole lot of logistics. We had to send our people across locations to identify sites from where these balloons would have maximum mileage, post this we had to take the necessary permissions from the civil aviation department, the corporation and the local police. While this was being done, the balloons were being fabricated and the gases were dispatched to the various cities so that the campaign could break at the same time across cities,” Dhawan further said.

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