OOH adds muscle to communication strategy of big ticket TV shows
Be it 'Mahabharat' on Star Plus, 'Kehta Hai Dil Jee Le Zara' & 'KBC 7' on Sony or 'Yeh Hai Aashiqui' on Bindass - channels are using customised creatives & innovation for OOH blitz
The last few weeks have seen a flurry of activities in the general entertainment space with channels gearing up for the launch of a slew of new shows. Along with the usual ads on television media, channels are creating a lot of noise on outdoor media as well.
According to industry sources, it is estimated that around 40 per cent to 50 per cent of the marketing budgets of these shows have been allocated for outdoor advertising.
exchange4media takes a look at some of the disruptive outdoor campaigns created by channels such as Star Plus, Sony and Bindass.
Star Plus’ innovative strike
‘Mahabharat’ is one of the most ambitious show launches by Star Plus in 2013. The channel has embarked on a massive multi-media campaign across the country. Star Plus has partnered with DDB MudraMax OOH to create awareness and buzz for the show launch through a high decibel OOH campaign.
The campaign has been executed in over 100 towns across the country, from metros to LC1 towns. The channel has also taken the innovation route to garner the desired eyeballs and buzz. The innovation has been designed and executed around three main characters – Arjun, Draupadi and Shakuni.
For the character Arjun, the agency has created a 22-feet tall image of Arjun kneeling down and looking into the water pot in front of him to take a shot at the rotating fish above his head during Draupadi Swayamvar. At its peak, the image protrudes 6 feet out of the billboard, while a large 3D golden fish rotates overhead. The billboard has a huge backlit Star Plus logo on the top right corner.
Click on the video to view the innovation...
For the character Draupadi, a 17-feet tall image has been created, which is projected to be standing with her eyes closed, praying to Lord Krishna during the ‘Vastraharan’ scene.
The creative for Shakuni does not show any faces nor does it give any express indication of the character being portrayed in the innovation. It just shows two hands throwing a pair of dice and knocking off five crowns, which stand for the five Pandavas who lost in the game of Chausar. The background creative provides further perspective and depth to the sculptures. The billboard has a huge backlit Star Plus logo on the top right corner.
Large format premium billboards and unipoles, gantries and bridge panels, mall media, metro stations and railway station platform branding as well as transit media have been extensively used to create awareness and hype for the show. Along with this, there are six creatives used for the campaign, highlighting six characters of the epic saga – Krishna, Arjun, Draupadi, Duryodhan, Shakuni and Gandhari.
Sony’s massive visibility strategy
Sony has been creating outdoor impressions for two of its big shows ‘Kehta Hai Dil Jee Le Zara’ and ‘Kaun Banega Crorepati 7’.
As a countdown activity for ‘Kaun Banega Crorepati 7’, the channel created outdoor innovations in Mumbai and Delhi. As the show went on air, hoardings across Mumbai, Delhi, Ahmedabad, Surat, Rajkot, Baroda, Jaipur, Lucknow, Kanpur, Allahabad, Meerut, Agra, Varanasi, Patna, Indore, Bhopal, Pune, Nagpur, Nasik, Aurangabad and Kolhapur were installed.
Outdoor platforms such as unipoles, kiosks, billboards, bus queue shelters and so on, were also used in the campaign.
The channel also arranged free bus services for women commuters to some of the important corporate hubs in Mumbai to create a connect with the female TG. Apart from this, innovative outdoor displays were also set up on main junctions of the city. Madison Outdoor Media Solution has executed the outdoor campaigns.
Bindass’ love message on the streets
‘Yeh Hai Aashiqui’, the new reality series from Bindass, showcases unusual love stories that triumph against all odds. In order to create awareness for the show leading up to its launch, the channel embarked on a massive outdoor campaign targeting viewers and the trade fraternity in Mumbai and Delhi. Bindass has chosen over 100 outdoor points as part of the campaign.
The 10-day outdoor campaign involved unipoles, hoardings, kiosks, building wraps, mobile vans, scrollers, and bus queue shelters. The campaign has been executed by Alakh Advertising and Publicity.
Colors, too, has rolled out a massive outdoor campaign for ‘Bigg Boss 7’.
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