allaboutoutdoor.com Bureau, New Delhi
Epic, touted as India’s first genre specific Hindi entertainment channel, has been running a high decibel outdoor advertising campaign in the run-up to its launch on November 19, 2014. To build salience for two of its driver shows – ‘Siyaasat’ and ‘Dariba Diaries’ – Epic, along with its agency MOMS, the specialist OOH advertising arm of the Madison Group, embarked on an innovative outdoor campaign across Mumbai, Delhi and Bangalore.
The mandate to MOMS was to give full justice to the thought of bringing about the exuberance of the shows through the outdoor campaign. MOMS creatively extended the campaign theme for the required buzz and hype around the shows with innovative communication ideas.
To bring the royal richness of the Mughal era, bus shelters were given a makeover where an actual throne was fabricated for the king and his official representative. This was done through acrylic neon letters highlighting the show and the channel. There were real people dressed up as royal fan bearers alongside the throne, giving it a real King’s Darbar feel. The throne concept was implemented at Okhla Modi Mill and Defence Colony near Lajpat Nagar in Delhi to give an experience of a Mughal Darbar. The fabricator for this innovation was Sakshi Advertising.
For ‘Dariba Diaries’, an old gun firing a bullet was animated on a hoarding to give the feel of the bullet in motion with appropriate lighting. The culmination of the bullet was the Epic logo, which lights up accordingly. The cut-out of the gun was fabricated and backlit signages were created for the bullet shot sequence, which is synchronised for the channel logo appearance in an innovative manner. The innovation has been executed at Juhu in Mumbai.
Periodic checks were conducted by the in-house operation team of the channel to make sure that the innovation was well maintained throughout the campaign.
Apart from the innovations, a wide-ranging media-mix comprising billboards, unipoles, and DBQS were used to effectively communicate the message. All prominent roads and arterial routes in the cities were targeted. The campaign started on November 12, 2014, seven days before the channel launch and continued for 15 days in the respective cities.
Speaking about the campaign, Mahesh Samat, Founder and MD, Epic Channel, says, “For the launch of the Epic channel, we felt the only way to break through the clutter was focused and innovative advertising. The channel launch thrived on differential advertising, from its TV spots, print ad, the widely appreciated radio spots and even innovative use of social media. The same was reflected across our OOH advertising. Madison MOMS did a fantastic job of executing the ‘EPIC edge’ to our outdoor.”
Dipankar Sanyal, COO, MOMS, adds here, “The brief given to us for the campaign was to maximise hype before the launch and capitalise on the channel’s greatest differentiator – where the old heritage culture blends in contemporary format. It was thus essential for us to effectively showcase the drama and thrill brought on by the shows through the OOH medium.”
The Epic channel has a content mix that includes narrative fiction and non-fiction shows, period films, action, drama, comedy, and thrills set against the backdrop of Indian history and mythology.