Crayons Crafts 3D Ad In Magazine

Similar innovation was done by MiD DAY in June for UTV Action which included 3D image with 3D eyewear for viewing it.

Hitesh Ranot | Delhi | October 12, 2010

Crayons Advertising has rolled out a 3D print ad for Kajaria Ceramics - one of India's premier tile brands. The ad was conceived for Kajaria's 3D tiles collection, and appeared in the October issue of Design. The innovation included a 3D rendered image and a specially made 3D eyewear for viewing it.

A similar innovation was done by MiD DAY in June for UTV Action.

Kajaria has an exhaustive range of tiles and launches one new design almost every day. This particular series, called 3D series is their latest innovative range of tiles which offers contours and depths in design to give a three dimensional effect to the tile. The challenge for the agency was to establish that it was not a flat/regular tile and establish the 3D Series.

Taking a cue from the product and insights from the tile retailing practices, where full size bathrooms, kitchens, etc are made to give the consumers a real life experience, the agency set about providing a near real life 3D experience in the print ad itself. According to Aejazz Ahmed and Anuj Gupta, the copy and art team behind this clutter braking ad, an innovative product deserved an innovative idea, and hence this out-of-the-box thinking to capture and bring to life the new dimension of the product in print.

Elaborating on the idea, Anuj Gupta says, “Though it was a natural idea for a 3D product, the challenge was to make an idea, which is essentially a film idea, work for print. The agency's production department got customised 3D glasses of just the right thickness to ensure smooth insertion, and each magazine copy had one of these devices attached to the ad.”

Speaking further on the innovation, Ranjan Bargotra, President, Crayons Advertising, says, “The ad uses the product insight in an arresting manner to give a real life feel of a living space with 3D tiles.”

Hitesh@BestMediaInfo.com

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