DDB Mudramax OOH creates big bang outdoor campaign for 'Mahabharat'

The massive OOH campaign has been executed across 100 plus towns in the country from metros to LC1 towns using large 3D sculptures on billboards ranging from 17 to 22 ft in height

BestMediaInfo Bureau | Delhi | September 16, 2013

One of the most ambitious show launches by Star Plus for the year – Mahabharat – is all set to make a blazing entry in the GEC arena. Star Plus has not left any stone unturned to ensure that this is the biggest show launch of the year and has gone all-out through a massive multimedia campaign across the country. Star Plus has partnered with DDB Mudramax OOH to create the required awareness and buzz for the show launch through a hi-decibel OOH campaign.

The massive OOH campaign has been executed across 100 plus towns in the country from metros to LC1 towns. Apart from the high visibility OOH campaign, it has also taken the innovation route to garner the desired eyeballs and buzz.

The biggest challenge has been to outshout the competition which has simultaneous presence on ground with their flagship show launch campaigns. The Mahabharat OOH campaign seems to have easily achieved the desired goal in a big way.

Spencer Noronha

Spencer Noronha, VP, DDB Mudramax OOH, said, “The brief was to create impact and buzz for Star Plus' Mahabharat – the biggest show launch of the year. We selected the most impactful media vehicles clubbed with three first of its kind innovations and ensured that the awareness and recall generated for the show launch are quick as well as lasting. The idea was to bring the billboards to life by recreating famous scenes from the epic on ground. The route we used was to put up large 3D sculptures on the billboards ranging from 17 to 22 ft in height emerging out of the billboards. The three innovations of Arjun, Shakuni and Draupadi look dominating and dwarf the conventional innovations done so far on the OOH platform. These innovations have been entirely conceptualised and designed by our in-house OOH creative team.”

Nikhil Madhok

Nikhil Madhok, SVP Marketing, Star Plus, said, “The work done for Mahabharat by DDBMudramax OOH has been outstanding. The innovations have been novel and the scale of execution has been a first of its kind in the country on the OOH platform. Star Plus always strives to disrupt and this execution is another example of our continued efforts in that direction.”

The three innovations are:

1. Arjun: Shows a 22 ft tall Arjun kneeling down and looking into the water pot in front of him to take a shot at the rotating fish above his head during the Draupadi Svayamvar. At its peak, the sculpture protrudes 6 ft out of the billboard while a large 3D golden fish rotates overhead. The billboard has a huge backlit Star Plus logo on the top right corner.
2. Draupadi: A 17 ft tall Draupadi standing with her eyes closed praying to Lord Krishna depicting the famous 'Vastraharan' scene wherein a satin saree comes down all the way from the billboard above, showing the protector Lord Krishna blessing her.
3. Shakuni: The creative does not show any faces or give any express indication of the character being portrayed in the innovation. It just shows two human hands throwing a pair of dice and knocking off five crowns. The five crowns depict the five Pandavas who were deprived of their kingdom by Shakuni using his famous pair of dice during the game of Chausar. The background creative provides further perspective and depth to the sculptures. The billboard has a huge backlit Star Plus logo on the top right corner.

Anirudha Pawar

Anirudha Pawar, DGM, DDB Mudramax OOH, said, "We have installed the large sculptures on strategically located high impact billboards in the city. We hired professional sculpture artists to ensure that the final output comes to life especially as it involved recreating human form. Getting all three sculptures ready and put up simultaneously at the start of the OOH campaign was a mammoth task and took detailed planning on our part. The sculpture work started almost a month back. We had to hire a crane to hoist these giant sculptures on the billboard for installation. The innovations are impossible to miss and have definitely amplified the scale of the launch campaign. All the media vehicles have been meticulously selected to complement the eye-catching and dominating creatives used for the campaign."

A multi-media approach has been adopted by DDBMudramax OOH to amplify the effect of the campaign by achieving the right balance between impact, frequency and reach. Large format premium billboards and unipoles, gantries and bridge panels, mall media, metro stations and railway station platform branding as well as transit media have been extensively used to create the desired level of awareness and hype for the upcoming show. The media selection done aptly reflects the premium nature and scale of the show.

There are six creatives used for the campaign highlighting six characters of the epic saga – Krishna, Arjun, Draupadi, Duryodhan, Shakuni and Gandhari. The rich colours and strong visuals used in the creatives help the campaign look dominating and create an instant connect and recall for the campaign amongst the masses. Care has been taken by the agency to ensure that the commuter gets exposed to each of the creative in a sequence as he travels across the city eliminating monotony and keeping the noticeability factor for the campaign alive.

Innovation Video:

Credits:

Unit Name: DDB MudraMax OOH

Unit Head: Mandeep Malhotra

Head of Ideas: Aneil Deepak

Business Head: Spencer Noronha

Account Management: Anirudha Pawar, Mohsin Khan, Abdul Kader Batliwala

Creative Team: Aneil Deepak, Gaurav Kamath, Sachin Adsul

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Info@BestMediaInfo.com