Ad on the road, for Maruti Ritz

By afaqs! news bureau , afaqs!, Mumbai | In Media | June 04, 2009
Lintas Media Group uses live advertising to usher the launch of Maruti's newest small car, Ritz

Maruti has launched its latest small car -- Ritz. The family car hit the Indian roads on May 15, 2009 and was rolled out with much fanfare.

Lintas Media Group (LMG), the media agency for the car brand, carried out a couple of innovations.

On the day of the launch, Hindustan Times carried an ad of the Maruti Ritz, where the centre page opened out on the sides as well, to have four pages of the Ritz launch ad. The activity was carried out only in Mumbai, but will shortly follow in Delhi as well.

& #BANNER1 & #In other media innovations, LMG's outdoor arm, Aaren Initiative carried out an out-of-home activity in Delhi.

The outdoor vehicle used was a truck, which was stationed at various locations in and around Delhi. The sides of the truck carried a static vinyl screen with the image of the car.

In the evenings, when the lights are dimmer, the back of the truck doubled as a video wall, where the launch ad of the Ritz was played. The video wall was created by fitting a back projection projector to play the ad.

"We tried to use it as a medium of live advertising," says Sudha Natrajan, president and chief operating officer, LMG. "This solution was devised as there aren't many options available in Delhi to utilise outdoor."

Due to certain legal rules, the number of hoardings in Delhi is much lower than in other Indian cities. There are a limited number of hoardings and outdoor in the form of public utilities and bus shelters. Which is why the trucks were used, says Natrajan.

LMG intends to take this activity to other metros as well, such as Mumbai, Chennai, Bengaluru and Kolkata.