NEW DELHI: MOMS, the OOH arm of Madison World, has shifted the focus of its outdoor campaign for 'Dance India Dance - Season 2' from the programme itself to the 12 contestants vying for the 'Sunheri Taqdeer Ki Topi' or the Golden Hat. In the second phase of this dance competition, the fate of the top 12 dancers will be decided by audience voting through SMS. The campaign, executed in Mumbai by MOMS for a period of 10-15 days, has been a crowd puller. MOMS has executed the campaign in Mumbai and other key cities across the country, while OAP has executed it in Delhi and Gujarat.

The outdoor campaign has been designed in such a way that people upon seeing the large-format displays would remember the faces of the contestants and vote rightly for their favourite candidates. The outdoor displays and the innovations used in them have already generated significant audience response to the programme.

Cluster Branding was the main strategy employed to project all 12 contestants using multiple creatives at a single location. The areas where cluster branding was done included Worli Glaxo, Cadell Road, Bandra Selection and Juhu SNDT. The deployment has been such that images of the contestants stood out from the cluster of hoardings with the message: "Ab karo vote for dance."

Commenting on the campaign, Akash Chawla, head marketing, Zee TV & Zee Cinema, said, "Innovation in the outdoor medium creates a high recall value. The OOH medium was used to highlight the dancers and their electrifying performances. This kind of 'look and feel' has perhaps never been created in the outdoor medium. It also highlights the programme's vivacity and its eclectic character."

Dance India Dance has continued to keep the audience glued to their TV sets with "fantabulous" performances by the contestants.

 

Talking about the campaign execution, Jayesh Yagnik, deputy general manager, MOMS Outdoor Media Solutions, said, "The focus of the campaign has shifted from the programme itself to the dancers and the SMS voting that will decide their fate. So we put up multiple displays at particular locations for this. We also put up Mithun Chakraborty's cutout on a mobile van at JVPD Circle. So, the focus of the campaign was to draw people's attention to voting through SMS for individual dancers." Apart from cluster branding, MOMS has also used bus side panels to showcase the programme.

All eyes are now on who will eventually walk away with the 'Sunheri Taqdeer Ki Topi'. The outdoor campaign will have done its bit in determining the winner.

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