Abhinav Mohapatra, New Delhi
Colors, the Hindi GEC from Viacom 18, has tapped the Mumbai Metro to promote its new weekday fiction show, ‘Chakravartin Ashoka Samrat’, in a first ever innovation with the Metro. The GEC has directly tied up with Mumbai Metro to replace the commuter tokens with the ‘Ashoka Chakra’ coins in order to connect it with the thought – ‘Yeh Woh Raja Hai Jiska Sikka Aaj Bhi Chalta Hai’ (The king whose coin is still relevant today).
Sapangeet Rajwant, Head of Marketing, Colors, Viacom18, shares that the ‘Ashoka Chakra’ is in the form of a coin. “We wanted to establish the fact – ‘Yeh Woh Raja Hai Jiska Sikka Aaj Bhi Chalta Hai’ – with the same. We have converted the thought into a coin at the Metro station and one can use that coin on the Metro sensors and enter the train. The concept was that Ashoka’s ‘sikka/coin’ is still being used today and is relevant for us. This is the first time that an innovation of coins has been done in the Metro,” she adds.
Colors claims that the Metro token gets used very frequently by the commuters and they can connect the innovation with the message and grasp the concept of the communication that has been used in the creatives as part of the environmental branding in the Metro stations.
Colors claims to have executed the innovation in association with the Mumbai Metro, independent of any OOH agency. Though the brand campaign will run for a month, the coin activation will only run for a period of 10 days to create high impact.