Tata Housing creates 3D kites for outdoor campaign

The campaign executed by Clear Channel Mudra was carried out at key locations across Ahmadabad on the eve of Uttarayan

Neha Saraiya | Delhi | January 19, 2012

Cashing in on religious occasions has always been a marketer's delight. Fittingly, on the occasion of Uttarayan, Tata Housing recently made a foray into the Ahmedabad real estate market with the launch announcement of a mega township in partnership with Arvind Mills.

Considering that the eve of Uttarayan is a major high point in the cultural calendar of Ahmedabad, Clear Channel Mudra launched an outdoor campaign. The idea was to project that the festival timing is auspicious to purchase a real estate property. Thus the creative message revolved around this notion – 'Now Uttarayan will be grander'.

The campaign was executed at key locations across Ahmadabad using hoardings that were creatively fabricated to give a 3D effect. Cutouts of kites and a kid flying the kite were installed on hoardings to give a 3D effect. A life-sized kite string holder was fabricated and installed on a mobile van to connect with the festival.

Commenting on the execution challenges of the outdoor campaign, Arun Rogha, Group Account Director, Clear Channel Mudra, said “Tata Housing as a brand has many diverse offerings for various customer segments. Therefore, we consider each project as an individual challenge, and the planning and strategy is tackled on a case to case basis. The challenge was to use the OOH space to maximise the scope of branding in order to stand out from the clutter in the market and hence cutouts of kites were installed on all hoardings to gain high impact and generate buzz for the upcoming launch of the mega township and celebration of Uttarayan Festival.”

Talking about the timing of launch, Rajeeb Kumar Dash, Marketing Head, Tata Housing, said “The timing of the unveiling of the campaign has been the most important factor, given the Amdavadi's love for kites. The colourful layout of the hoarding captures vibrancy and energy, symbolising the spirit of people during this festive season. Clear Channel Mudra did a good job in coming up with these innovative ideas and executing them to provide the desired results.”

Neha@BestMediaInfo.com

Info@BestMediaInfo.com