Bhawana Anand, New Delhi
Madison Outdoor's unit, Platinum Outdoor worked on the second phases of the campaign for Tata Motors' recently launched hatchback- TIAGO. And in their second attempt, the agency created an extraordinary campaign in terms of experimentation and treatment.
After its successful launch in OOH a few months ago, the agency put up an actual real size 3D model of the car on a hoarding at a prime location in Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was located on a heavy traffic route of Western Express Highway in Bandra.
Executing the innovation was a real challenge when it came to creating the mammoth structure and installing it on the site. It took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. As per the agency, this is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.
Dipankar Sanyal, CEO, Platinum Outdoor commented,"We are really excited with this new innovation done for Tiago on the back of a very successful launch".
The innovation has been fabricated by Sakshi Advertising owned by Sanjay Sirpaul.