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Alakh Advertising, Roshan Space take MTV Splitsvilla 3 for an outdoor date |
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Jayant Mishra
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Tuesday, 29 December 2009 08:00 (IST) |
MUMBAI: MTV Splitsvilla 3, a 'love' reality show on MTV, has taken the OOH route to attract the youth to the show which is being shot in Phuket in Thailand. The outdoor execution mandate was given to Alakh Advertising & Publicity and Roshan Space. While Alakh Advertising & Publicity has executed the OOH duties in the Delhi market, and Roshan Space has rolled out the campaign in Mumbai. The outdoor campaign began on December 16 and has run 10 days in the two major cities.
 Taking about the campaign, Geetika Gulati, CEO, Alakh Advertising & Publicity said since MTV Splitsvilla 3 is a youth-oriented show, locations near colleges, shopping malls and multiplexes were identified to execute the campaign.
"In Delhi, we have focused on sites near the north and south campuses as both these places have young vibrant population," Gulati said.
Properties like bus shelters, cycle stand, public utilities, boards at prominent metro stations and shopping malls have been used to execute the campaign in the capital city.
 In Mumbai, Roshan Space identified sites near discos, pubs restaurants and colleges for the campaign. Junaid Shaikh, director, Roshan Space, said, "The idea was catch the attention of the youth. We identified locations where the youth usually hang out."
Roshan Space has used 26 hoardings and four bus shelters for the campaign.
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