Milestone Brandcom pulls out all stops for '24' OOH campaign

Besides creating impact with large format billboards at key junctions and arterial roads, the campaign reached out with an extensive media mix to the target the audience

BestMediaInfo Bureau | Mumbai | October 11, 2013

The Indian adaptation of the internationally renowned espionage series, 24, starring Anil Kapoor as anti terrorist unit chief Jai Singh Rathod, which launched on October 4, 2013, on Colors, takes a gigantic leap from the existing crime-thrillers on Indian television, with a unique real-time narration format providing action, thrill, suspense, drama and the exhilaration of solving a complex case in 24 hours. The media objective was to announce the launch of the series in India with a bang.

Milestone Brandcom executed an extensive outdoor campaign across India. The campaign targeting the audiences in the 15-35-year age group was executed across 35 cities with an an assortment media formats. Over 1,000 media touch points ensured that the length and breadth of the country was plastered with 24. Besides creating impact with large format billboards at key junctions and arterial roads, the campaign reached out with an extensive media mix to the target the audience in the most effective way along with various high frequency conventional and unconventional media formats. The OOH campaign ran from September through October 6.

Four creative concepts were executed across major metros. A large bomb with a ticker and a large installation of the numbers '24' were placed at Mahim Causeway, Mumbai, to draw attention to the show. Billboards across the city saw large backlit installations for the numbers '24' lighting up in sequence. Finally, a billboard with a Roman numeral clock shows numbers from 1-12 lighting up in sequence.

Rajesh Iyer, Head Marketing, Colors, said, "24 is India's biggest espionage series. Being the only country outside the US to adapt it, our primary requirement was to highlight the show's differentiating factor of real-time drama panning 24 hours. The brief was to bring alive the thrill of 24, create awareness and encourage the audiences to tune-in and watch the show. Milestone Brandcom has delivered a brilliant campaign from planning to execution which has brought the true essence of 24 to the spotlight."

“We have executed some great work together in the past. The brief given to us for this campaign was to maximize hype before the launch and capitalise on the show's greatest differentiator – 'the unique format of 24-hour race against time.' It was thus essential for us to effectively showcase the drama, action and thrill brought by the show through the OOH medium,” added Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

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