Madison Outdoor’s unit, Platinum Outdoor, continuing its association with Tiago, the new hatchback from Tata Motors, has created an experiential outdoor innovation in Mumbai.
After its successful launch in OOH a few months ago, the agency put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra.
Executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.
Says
Dipankar Sanyal, CEO, Platinum Outdoor, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.
