NEW DELHI: The competition amongst television channels for TRPs have spilled over into the outdoor domain as well. In a race to outshine each other and to draw maximum attention, plain vanilla campaigns have given way to striking innovations. In line with this, UTV Action has rolled out a highly innovative campaign in Mumbai and Gurgaon to promote its ‘Movie of the Month’ - Legion. The campaign has been executed by OAP. The campaign rolled out in mid of March and will be taken off sights post the movie on March 26, 2011.
The movie, ‘Legion’ which is going to be telecast on the channel, has been showcased in the outdoor in an innovative fashion. Keeping the art work and concept of the movie, the angelic look of the Hollywood actor – Paul Bettany in the movie has been brought alive on the outdoor properties. The channel in association with its outdoor agency has executed an innovation, where cut-outs of the actor with flapping wings have been created on billboards and mobile van mounted displays at high traffic areas. The wings have been attached to a motor to replicate the flying motion. The motorised innovations have been done at Mahim Causway and JVPD in Mumbai, whereas static cut-outs have been created at Western- Express highway in Mumbai. Adding on, a large hoarding on a mobile van in Gurgaon has also been deployed to create high impact.
Check out the impact!
Commenting on the campaign, Kunal Mukherjee, head – marketing, UTV Action, said, “UTV Action has always been at the fore in offering a high octane and adventurous experience to its viewers. Through its innovations, the channel always aims at eliciting high levels of interest and enthusiasm. Keeping this in mind, the campaign is aimed at providing a larger than life experience that is sure to grab eyeballs and spread the buzz. The campaign is mainly aimed at creating awareness for the 'Movie of the Month' - Legion on UTV Action. UTV Action has always thrived to provide the best and recent of action pact content to its audience. In line with this thought, UTV Action is bringing 'Legion', one of the biggest blockbusters in 2010, for the very first time on Indian television in Hindi."
Another set, another location, similar impact!
“Movie of the Month is a prime property for the channel and we always look at adopting innovative techniques to promote it amongst our audience through initiatives like these”, he added.
Stating further, he said, “The execution strategy adopted was to reach out to maximum audience and present to them the magnanimity of this movie in the true sense, where, apart from other advertising media, outdoor innovations with cutouts and motorized wings on billboards have been an integral part of this campaign.”
“Outdoor has become a huge medium to capture attention especially when people are caught in traffic. With an initiative like this, we are sure to attract eyeballs especially with the enormity of the kind of innovation used", shared, Mukherjee. This campaign is targeted at the typical male viewer, looking for a good dose of action entertainment.
“The primary TG for UTV Action is the male audience in the age group of 15 years and above. Being a channel catering to Hindi speaking male audience, UTV Action is targeting TAM C&S A and B towns”, added Mukherjee.
Sharing the challenges faced while execution, Abhijit Sengupta, CEO, OAP said, “The clients these days are very open to new ideas and experimentation, because that lends vibrancy into the campaign. We faced difficulty in getting approvals for such massive installations, but somehow we did manage. So, end of the day a happy client makes us happy!”
Team OAP headed by Vishal Jaiswal, created the spread at high traffic areas in Mumbai and Gurgaon, which helped the campaign get maximum traction and attention.