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Milestone Brandcom creates larger-than-life imagery for Colors’ new serials
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Rajiv Raghunath   
Wednesday, 30 December 2009 08:00 (IST)
The 'Larger-than-life' billboard partially covered by a huge dupatta NEW DELHI: OOH is a visual media that lends itself to striking innovations. The new Colors outdoor campaign executed by Milestone Brandcom embodies the virtues of larger-than-life depiction and innovative displays that make indelible impressions. The OOH firm has created a buzz for the two new serials launched by the entertainment television channel - ‘Yeh Pyar Na Hoga Kam’ and ‘Laagi Tujhse Lagan’ – with a two-week outdoor campaign in 25 cities in the Hindi-speaking regions. Notably, the campaign in Mumbai has even people participating in them.

3D imagery on a billboard - Eye catching & attractive To cite a few of the innovations, one display on a residential building has a huge ‘dupatta’ falling over the face of the main character of the serial ‘Laagi Tujhse Lagan’, depicting the theme of the serial in a telling manner. Likewise, a 3D billboard innovation has been executed for ‘Yeh Pyar Na Hoga Kam’ wherein models of the lead artistes are seen sitting on an actual bench that juts out of the billboard.

Innovation at its best - Photoframes at popular hangouts Milestone Brandcom has also installed photoframes at different points along the Marine Drive that capture couples spending time at the popular hangouts. An onlooker would associate the couples featuring in these photoframes with the ‘Yeh Pyar Na Hoga Kam’ serial.

Nabendu BhattacharyyaBesides, Milestone Brandcom has chosen high-traffic, frequency-led areas for the bulk of the displays in the cities in order to reach out to a wide cross-section of people. Nabendu Bhattacharyya, founder and managing director, Brandcom Milestone, said the objective was to use the OOH for real-life depiction. “We aimed to create larger-than-life imageries” with plenty of innovations, he said.

Another innovation created at a 'Couple frequented' location Talking about the innovations, Bhattacharyya said that Milestone Brandcom has paid particular attention toward the creative aspects, which most specialist OOH agency tend to not to focus upon. “We have a strong inhouse creative team which helps us to execute such innovations,” he said.

Innovative use of a bus shelter - Even standard formats create additional impact Stating that “we are after all in the business of ideas,” he said that clients like Colors have been highly appreciative of the work the agency has delivered. However, he felt that the creative agencies are not doing enough in the OOH domain.

Rameet AroraProviding the client perspective on the campaign, Rameet Arora, head – marketing, Colors, said the OOH media provides both brand salience and frequency. “While in a 360 degree campaign, every media plays its own role, outdoors provides a larger-than-life presence,” he said, while adding that for the current campaign the Milestone Brandcom team has worked “harder than the brief” and engaged people with lots of talking points.

Another innovation - This time, its about placement He said the campaign has succeeded in creating a larger-than-life depiction of the new TV serials and ensured high frequency which has its own importance for a television show.


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