Conceptualised by DDB MudraMax, the experiential marketing strategy was executed in Delhi and Mumbai. The objective was to make the audience experience the feel of the show in a larger-than-life format
BestMediaInfo Bureau | Mumbai | January 27, 2017
Reality shows today are dime a dozen. Entering this milieu is Star Plus’s ‘Dil hai Hindustani’. The singing reality show intends to stand out from the others by bringing in talent not just from the country but also from around the world. Hindi music lovers from across the globe will converge on the show’s platform.
To create awareness about the upcoming show and its unique format, Star Plus and DDB MudraMax created three unique concepts for ‘on ground’ activation. The objective was to make the audience experience the feel of the show in a larger than life format. Delhi and Mumbai were the chosen cities to execute this campaign.
As a part of the campaign, a Bollywood Café was set up at Andheri train station. A Hindi music concert became the backdrop to engage the bystanders at one of the busiest stations. To replicate the concept of the show, a singer of foreign nationality with an acoustic guitar enthralled the audience while a ‘Master of Ceremony’ kept on engaging the audiences with Hindi music related trivia, soulful musical interaction, ‘Dil hai Hindustani’ signature move and impromptu performances.
At the second location in Mumbai, Bandra West, a simple bus stop, was transformed into a live piano that played the title symphony of the show. Parallel to these activations, a Live Billboard concert was held in Delhi where a foreign national sang Bollywood songs.
Sanjay Shukla, President, OOH and Experiential, DDB MudraMax, said, “Star India wanted to create a clutter-breaking experience to introduce the new show and we were able to come up with an idea that would ensure it gets done with a higher visibility among the right audience. Our on-ground teams were able to rise up to the challenge within the short time span and thus add all the more effectiveness to the hype building.”
Pointing out that it was a ‘campaign of firsts’, Arpan Jain, Creative Head, DDB MudraMax, said, “This was a campaign of firsts. The first global Bollywood concert on the railway platform; first time a foreign national sang Bollywood songs at a billboard concert. It was also the first time a larger-than-life piano was mounted on a bus stop, yes! It actually played! The team did a tremendous job by pulling off the impossible.”
The OOH Campaign Pictures:
Agency Name: DDB MudraMax
President, OOH and Experiential, DDB MudraMax: Sanjay Shukla
Account Management: Abhishek Sahu, Jayaram Nair, Swati Sahasrabudhe
Creative: Arpan Jain, Alison Vales, Saravan Mairale, Rajesh Khanna, Rajinder Pardesi
Account Planning: Ankit Akhauri
Productions: Amit Dubey, Pradeep Naggar and Raju Chatterjee