Bureau, New Delhi
With the launch of new show 'Y.A.R.O' on SAB TV about humanoid (human robot), Kinetic India a leading out-of-home advertising agency executed an innovation which is first time ever by any agency for any brand in India.
Y.A.R.O is a new show about a humanoid (Human Robot), which has extraordinary powers including Wikipedia-like capacity to answer all the questions. The agency with its creative cap on bought Live this character and its unique characteristics on a Billboard very innovatively. This unique initiative is such that anyone on Twitter can tweet any question on their mind with hashtag #SABKaYaro and they will get a response in just a second. One can ask any generic question they like and they will get a response from Y.A.R.O almost instantly. To showcase this, the Kinetic India team created a Live Twitter App which operates similar to Siri further managed through a Live Micro-site which automatically replies an answer to the question. The initiative is displayed live on few high-traffic vantage outdoor sites in Mumbai.
On the association, Yusuf Merchant, Head - West Region, Kinetic India commented, "We are very thrilled about our partnership with Sab TV for executing this very unique and exciting "Live Tweet" innovation. The idea is in sync with the thought and concept of Y.A.R.O. When it comes to billboards in India we see very few digital integration and we at Kinetic firmly believe that a mix of Digital with regular OOH provides a right interactive & engaging platform for the TG".