MUMBAI: Rahul Mahajan is all set to search for his perfect bride through NDTV Imagine’s reality show – Rahul Dulhaniya Le Jayega. MOMS, the specialist OOH arm of Madison, which has been handling the OOH duties of NDTV Imagine for the last two years, has tried to break free from the clutter of conventional ways of reaching out to its audience by using outdoor effectively.
The campaign, ideated and executed by the OOH agency, is simple, competent and attention-grabbing. “Mumbai is our first port of call for the OOH campaign for the launch of the show. However, for the grand finale of the show, we may go to smaller towns as well,” said Nikhil Madhok, VP - Marketing & Communications, NDTV Imagine.
The objective was to come up with an outdoor campaign that brings alive the experience for the viewer in a compelling and inspiring way. The telecast of its second season had to appear in a grand way. Hence, the idea behind the outdoor innovation was to go beyond mere branding and create a visual delight for the consumers and on-lookers.
The challenge for the agency was to carry out such a huge innovation effectively through the outdoor media. MOMS executed an eye-catching innovation wherein a larger-than-life cut-out of a doli has been put up where the portion of a
hoarding is converted into a giant doli format. The curtain of the doli, showing the girls inside, is motorised and moveable. “For a reality show like this, we needed to give the people a real-life feel so that once they get hooked on to the show, they will stay with it till the grand finale,” explained Madhok.
Besides the innovations, outdoor campaign has been carried out on hoardings, cantilevers and bus panels. The campaign has been executed in Mumbai. A high impact, high visibility approach has been adopted by the agency to give larger than life perspective to Swayamvar Season 2. The campaign has been executed for a period of 7-15 days.
Madhok further explained the objective behind the OOH campaign, “Our objective was to signify the scale of the show, which is bigger and better than last time. Awareness around the show was already high and we wanted to grab viewer attention just prior to the launch”.
Yusuf Merchant, DGM, MOMS, said, “The client brief was very clear. It was not only to sustain the image of its popular show but also to give it a thrust through a larger-than-life OOH campaign. What every client wants is innovation to capture a large number of eyeballs for its brand recall. Hence we have given a colossal doli feel on a hoarding and also put large cut-outs on some very premium billboards”.
MOMS recently ran the campaign for two NDTV Imagine daily shows ‘Do Hanso Ka Joda’ and ‘Devi’ across UP, Rajasthan, Gujarat, Madhya Pradesh and Chattisgarh.
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