Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Zenith Outdoors creates a special glow for ‘Avatar’

21-December-2009
Font Size   16
Zenith Outdoors creates a special glow for ‘Avatar’

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.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.