OOH, Experiential and Digital agency Grey Parrot was given the brief to create excitement before the worldwide television premiere of Hindi film Baar Baar Dekho on Zee Cinema today at 8 PM. While the film did fairly well, the key highlight was the song Kala Chashma, which Grey Parrot decided to highlight in the OOH campaign.
Mutually, the idea that the video of the song ‘Kaala Chashma’ playing within the frames of sunglasses was conceptualized. A 5-day outdoor teaser campaign followed by a 5-day innovation was carried out in Mumbai.
However, executing the OOH campaign proved to be a huge challenge as it involved a 220sqft of LED screen to be hung on a billboard. Not just that, it also had spectacle frame made of iron pipes being which the LED screens were put, and all this put together weighed 1000kg. This was also amongst the biggest LED screens ever on a billboard in India.
Grey Parrot took up the challenge and successfully executed the job in a record time of 48 hours including sourcing, fabrication and mounting.
This was executed at two locations with total of 280 sqft of LED hung and total pay load of 1300 kgs on which the song “Kala Chasma” was played. The campaign concludes today.
The channel also organized ‘The Kaala Chashma Bike Rally’, specially curated ‘Kaala Chashma’ themed channel bug amongst other innovations.
Grey Parrot is headquartered in Mumbai and has 4 branch offices and 33 network offices.