NEW DELHI: General entertainment channel Colors is invariably one up on competition, not just in terms of the quality of its shows but their promotion as well. The channel (a joint venture between Viacom and the Network18 Group) goes great lengths to showcase its new and ongoing shows, using the outdoor medium to the hilt.
In a further step in this direction, the channel has partnered Primesite, the OOH solutions unit of Mudra MAX, to execute an innovative outdoor campaign for its high-decibel 'India's Got Talent - Khoj 2' show, in key cities that include Mumbai, Delhi and Kolkata, and parts of
Madhya Pradesh, Gujarat, Punjab and other states.
The outdoor campaign for the reality show depicts nearly the
whole range of action seen in the show, from traditional dance to acrobatics. Primesite has also deployed eye-catching innovations in Mumbai to draw significant
attention to the show. These include back-lit cutout kiosks of talents in the dance form or in a stunt, as well as billboard innovations. The fabricated kiosks have been executed at the main junction at Juhu Centaur.
Primesite has also used lighting on a billboard to create the effect of two jugglers on unicycles passing batons.
On the whole, the OOH firm has used a wide mix of media vehicles for the campaign that include billboards, bqs, gantries, cantilevers, pole kiosks, Metro panels and bus panels.
Talking about the campaign strategy, Rupadhish Roy, general manager, Primesite, said, "The idea of taking this kind of media mix was to target people at the right place at right time.
Our brief from the client was to create impact with large format and a number of exposures (frequency) in order to create buzz around the shows.
We are pleased to have adopted a multimedia approach to optimise the visibility and effectiveness of the campaign."
Primesite also executed a campaign to
showcase the grand finale of 'Colors' show Chak Dhoom Dhoom' which has just concluded.
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