Jha­lakdikhh­lajaa: From the stu­dio to the streets

Outdoor Asia - - Front Page -

The launch of Jha­lakDikhh­laJaa, the In­dian ver­sion oI BBC’V Stric­tOy ComH DDQ­ciQJ DQG ABC’V DDQ­ciQJ witK tKH StDrV tKDt wHQt oQ Dir oQ JXQH 16, 2012, wDV sup­ported by an ex­ten­sive OOH cov­er­age in Over 22 cities across a wide ar­ray of 1500 high im­pact me­dia touch points. The cam­paign that in­cluded a mixed bag of in­no­va­tive ideas has been con­cep­tu­al­ized & imSOHmHQtHG by MiOHV­toQH BrDQG­com. 7KH corH com­mu­ni­ca­tion ob­jec­tive was to cre­ate in­trigue for the up­com­ing show, build salience for the brand and max­i­mize im­pact through high vis­i­bil­ity, scale and in­no­va­tion. To en­sure that the right au­di­ences were reached, a high in­ten­sity OOH plan across the key tar­get mDrNHtV –MXm­bDi, DHOKi, UP, GXjDrDt, MP, MDKDrDVKtrD & RDjDVtKDQ DQG DcroVV mass me­dia touch points vary­ing from bill­boards, bus shel­ters, metro sig­nages and pil­lars to bus pan­els, lift brand­ing, sta­tion brDQGiQJ & XtiOi­tiHV, wDV HxHcXtHG. 7KH two iQQovD­tioQV ex­e­cuted for the show were con­cep­tu­al­ized around the “disco ball” el­e­ment that re­lates di­rectly to dance. The firVt wDV D GiJDQtic DiVco bDOO Dt D NHy DrtHriDO roXtH iQ MXm­bDi – MDKim cDXVHwDy. 7KH GiVco bDOO, VSDrNOiQJ through the night was set up on a ro­tat­ing disc. It was vis­i­ble from a dis­tance of over 500 me­tres. The ex­e­cu­tion en­sured that ev­ery passerby stopped and glanced at it. The sec­ond ex­e­cu­tion at Juhu, Tulip Star junc­tion, was that of a “shiny disco ball.” The hoard­ing was lit from var­i­ous points and it ap­peared as if the GiVco bDOO wDV JOiVtHQiQJ iQ tKH QiJKt. WHOO, tKH cDmSDiJQ cer­tainly seems to have gen­er­ated the de­sired buzz and hype around the launch of the show

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