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Alakh Advertising, Roshan Space take MTV Splitsvilla 3 for an outdoor date
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Jayant Mishra   
Tuesday, 29 December 2009 08:00 (IST)
A virtual 'Roadblock' created for this campaign 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.

Geetika GulatiTaking 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.

A backlit campaign display at a metro station "In Delhi, we have focused on sites near the north and south campuses as both these places have young vibrant population," Gulati said.
View of a bus shelter bearing the campaign creative 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.

Junaid ShaikhIn 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."

Display sites around shopping complexes have been used Roshan Space has used 26 hoardings and four bus shelters for the campaign.






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