James Cameron’s latest sci-fi saga ‘Avatar’ has the world in its grip with its dazzling special effects. Massive promotion preceded the film’s release in India on November 18, 2009, a large part of which constituted the outdoor media. Zenith Outdoors has executed the outdoor campaign for the movie.
Elaborating on the outdoor campaign for the movie, Yash Gala, MD, Zenith Outdoors Pvt Ltd, said, “The ‘Avatar’ campaign started off with a unique activity on LCD screens. Hundreds of LCD and TV screens in all Vijay Sales outlets nationally began playing exclusive ‘Avatar’ footage 45 days before the movie’s launch. This exclusive footage was shown only in select cinemas worldwide and in all Vijay Sales outlets across India and was not available on either television or the Internet. Witnesses to this were the lakhs of footfalls that Vijay Sales receives. The ‘Avatar’ promo was the only footage to be played on all the televisions all around the stores. A survey conducted at the stores indicated a phenomenal recall value.”
“Taking the campaign into its next phase, Zenith Outdoors planned three innovations at prominent locations in Mumbai like Mahim Causeway, Cadell Road and the movie district of Andheri Link Road,” Gala added.
He further said, “At Mahim Causeway, massive cutouts of the protagonist of the film in his two ‘avatars’ was adorned by a soothing blue halo created by innovative lighting, signifying the environment within the movie. In the movie, the land of Pandora lights up into beautiful soothing colours at night. The billboard is an attempt to recreate that ambience. The concept was to showcase the special effects, which are the highlight of the movie. The ‘Avatar’ lettering on this billboard is of a special material, which gives it a radiant glow in the nighttime.”