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Bright Outdoor ‘props up the dead’ in eye-catching innovation for ‘Agyaat’
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Swapna Rahul Shah   
Thursday, 06 August 2009 00:00 (IST)
MUMBAI: Bright Outdoor has recently executed an eye-catching innovation for ‘Agyaat’, a film slated for release on August 7. The innovation—the installation of a life-size dummy of a dead human being on a few hoardings, has received amazing response.

The Agyaat campaign
While the campaign for this movie began on July 30 and will be up till August 9, the innovation was put up on Sunday night (August 2). Almost 30 hoardings have been used for the campaign in Mumbai at prominent locations, of which only a few used the ‘dead body’ innovation.

People who saw the macabre innovation in the morning immediately alerted the police control room. After removing the innovation from the hoardings, everybody realized that the dead body was just a dummy and it was just a marketing gimmick.

Speaking on the innovation, Sudesh Paul, manager - Business Development, Bright Outdoor, said, “This innovation received amazing response. We did run into a few legal issues and a few of our employees were arrested based on complaints from local residents but everything has been sorted out now and the campaign is a huge success.”

Adding on the brief and strategy, Paul said, “The brief was to cover all key residential areas and high population areas and the strategy was simple: The client wanted to generate curiosity about the movie and that’s what this particular innovation has done.”

Sudesh Paul
Speaking on the challenges, he said, “Every campaign has its own set of challenges. The client wanted the innovation to be done overnight and some hoardings being in residential areas, we came across a few objections, but we have an efficient team and were able to carry out the innovation on time ensuring something interesting for people who woke up in the morning to see a dead body hung from the hoarding.”

While not everyone will agree on the extent marketers go to create a buzz, there is no doubt that this particular innovation has received a huge response in the market and in media.

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