Big RTL Thrill goes outdoor with snake pits and battery-operated snakes

Executed by MOMS Outdoor Media, the OOH campaign is spread over 300 billboards, pole kiosks and bus shelters

BestMediaInfo Bureau | Mumbai | April 1, 2013

After grabbing the eyeballs of men in Uttar Pradesh, Big RTL Thrill which recently entered the metros of Mumbai and Delhi, now catches men outside their homes with a major outdoor campaign across the markets. Leading the campaign with its key show 'Fear Factor Darr Se Takkar' is its host Arhaan Behll who is seen plastered across key catchment areas, targeting men in the 15-44 years age group who use public transport via road and vehicles of mass transit. The outdoor media agency is MOMS Outdoor Media Services.

Areas have been carefully chosen to ensure it is focused and engages with the right audience mix. The month-long campaign which is in progress has made innovative use of mediums including billboards, pole kiosks, bus panels and shelters in locations outside of railway stations and police stations, and has been executed across more than 300 ambient media in both cities.

Dipankar Sanyal, Chief Operating Officer, MOMS Outdoor Media Solutions, a unit of Madison World, said, "It has been MOMS' endeavour to push outdoor creativity beyond the usual. We are grateful to Big RTL Thrill for having faith in our ability. The idea of giving a bus shelter a snake pit feel was a simple yet very effective one as people actually watched it with a tinge of shiver."

The campaign shows Arhaan Behll enticing audiences with the message 'Darr Se Panga, Mere Saath'. Innovations include cantilevers at key junctions with snake cutouts shown curling up the pole, snake pits being created on key bus shelters with battery operated snakes moving inside a glass enclosure and more. Each of the innovations have been carefully planned and placed to ensure it stimulates and prompts relevant audiences to tune in and sample the show.

The channel also engaged with TV screen and cinema screens supported by extensive branding at over 100 cinemas in Mumbai and Delhi, McDonald's stores, railway stations, Café Coffee Day outlets, office buildings and more.

Big RTL Thrill is positioned to create a new genre of entertainment for male audiences across the Hindi speaking markets fills a void in male entertainment, offering them a comprehensive offering and promises to resonate with its audiences.

Speaking on the campaign, Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network, said, “The campaign is engaging and goes with a very simple message inviting audiences to overcome their fears, led by our key show Fear Factor Darr Se Takkar. The idea and the innovation are to excite the common man who takes the public transport to work, is highly aspirational, and has so far been restricted with limited choices when it comes to entertainment on television. We are confident of getting a similar response in Mumbai and Delhi as received in UP from both audiences and marketers alike.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com