Haven on board

Outdoor Asia - - Front Page -

One of Tata Hous­ing’s pre­mium projects called Amantra made it­self vis­i­ble in the OOH space with a sim­ple and telling ex­e­cu­tion. Amantra is be­ing de­signed by in­ter­na­tional ar­chi­tects as an as­pi­ra­tional prod­uct hav­ing an el­e­vated jog­ging track at the 14th floor, an in­finiti swimming pool and wind chan­nels to keep the homes cool. Tata Hous­ing wanted to high­light and com­mu­ni­cate th­ese three ben­e­fits in an in­no­va­tive fash­ion so as to create an impact on the cus­tomers’ mind and gain higher recall. Mudra Max, the OOH agency, fol­low­ing this brief con­cep­tu­al­ized and ex­e­cuted an OOH cam­paign which car­ried the USPs of Amantra and create buzz around it. The creative had a back­lit cut-out of a lady jog­ging and a swim­mer div­ing were placed on bill­boards and gantries. To com­mu­ni­cate wind chan­nel­ing for airy homes, a ro­tat­ing pin wheel was fab­ri­cated and in­stalled on the bill­boards and gantries. The cam­paign was ex­e­cuted at strate­gic lo­ca­tions with apt me­dia. So bill­boards at Ban­dra ROB and gantries at Chem­bur Priyadarsh­ini were taken as they at­tract huge traf­fic dur­ing peak hours. Th­ese medi­ums were cre­atively fab­ri­cated to give a 3 D ef­fect. It was a onemonth long cam­paign

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