Talented and Myntra unveil 'Light Art' OOH campaign for Pongal in Tamil Nadu

To break through the festive season frenzy in Tamil Nadu for Myntra, Talented conceptualised “Palich Palich Pongal”, an OOH using light art.

These animated installations were the OG GIFs before GIFs took over the internet. These installations were designed and built from scratch with native artisans of Tamil Nadu who have been guardians of this genre of art for decades, stated the press release.

Shruthi Nandgopal, Katha Chithram Productions, said, “It usually takes 20 days to complete one light artwork. It blew our minds to see a man in his sixties effortlessly sketch this out while constructing the base structure for the light strings. It has been an incredible experience bringing this to life in the city and for the city I call home.”

You can spot these lit-up OOH artworks at Rohini Theatre, Koyambedu, Woods Road and T.Nagar. Being a regional campaign, the brand also released a promo film on Myntra’s Instagram page to let the rest of the nation get a glimpse, as per the company statement.

Kejal Parekh, Associate Director, Marketing, Myntra, said, “While we’re seeing festival-led

regional advertising get more cluttered, we wanted to meaningfully engage with Pongal and the local population. Fashion-forward & culture-first, this was our ode to the unique fashion of the region.  With Palich Palich Pongal, we hope we have spread the light of new fashion this Pongal.”

Samyu Murali, Creative and Balaji Padmanabhan, Strategy at Talented, said, “Both of us have

grown up in TN, seeing light art in all its glory over the years. To relook at it as an all-new advertising medium almost felt like creative serendipity. It’s interactive, yet not digital. Hacking both celebrity culture and festive culture in one go... with an OST created from scratch.”

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by MYNTRA (@myntra)

Info@BestMediaInfo.com