NEW DELHI: Zee Cinema, the 24 hour Hindi movie channel from Zee Network recently embarked on an innovation led outdoor advertising campaign titled 'Dosa meets Samosa'. This was undertaken to promote the South Indian Film Festival on the channel, wherein, South Indian movies dubbed in Hindi were telecast on the channel. The campaign execution duties were vested with MOMS, the OOH arm of Madison World.

This was purely an innovation led initiative and no other creative except the innovation was used in this campaign. The campaign was executed in Mumbai, Delhi, Ahmedabad and Pune.

The campaign objective was to deploy the innovation on best hoardings in all the key areas of the target cities to maximise impact and thereby maximise RoI from this campaign.

In Mumbai, the innovation was executed on 3 hoardings at Mahim Causeway, Bandra Turner Road Junction and Juhu Tulip Star junction. Hence, all the innovations were executed in a row starting from Mahim till Juhu to create the desired levels of impact and buzz.

The campaign was for a ten day period and in the rest of the target markets, the innovation was done on a single key hoarding in each city.

Check out the impact

 

The idea of the innovation was to create a see-saw motion on a hoarding with the base triangle of the see-saw being the samosa and the dosa acting as the plank of the see-saw. The two characters depicting South and North Indians were perched on either side of the plank. The smooth to and from motion was created through the use of a motor.

Commenting on the initiative, Dipankar Sanyal, COO, MOMS, said, “These days, Innovation is must for every client and for every campaign. At MOMS, we realise the importance and relevance of this and as a team, strive to strike gold every time through every campaign and for every client.”

This initiative would have surely turned heads and created enough buzz for the channel and its unique programming initiative.

 

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