Big Street, the out-of-home division of Reliance Big Entertainment, has brought the New York skyline to Delhi. The agency has executed an innovative and larger-than-life campaign for the recently released film, New York.
The campaign gives Indians a true NY experience through its creatives, as it presents a life-size replica of the actors, along with a fully illuminated New York skyline at the Delhi Metro Stations.
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The creative team at Big Street brainstormed on various options. The idea for this innovation was conceptualised by Arun Pinto, regional vice-president, west and south, Big Street.
Pinto tells afaqs!, "We were in touch with a number of production houses and Yash Raj was one of them. Once the issue was resolved between the distributors and multiplexes, they shared the brief with us on the film, New York. They wanted to create something that targeted the niche, evolved classes and a promotion that engaged the audience, rather than just a passive idea."
To zero in on the locations for the promotion, Big Street -- which had conducted a survey, along with Nielsen, on the Delhi Metro Rail Corporation (DMRC) commuters' demographics and psychographics -- used its research findings. It picked the locations and formats that would enable achieving maximum impact and consumer engagement.
Thus, DMRC stations such as Rajeev Chowk, which lies below Connaught Place and Kashmere Gate, were finalized for the innovation, while a few other stations saw the campaign minus the backlit structure.
The average footfalls for Rajeev Chowk (over 1.75 lakh per day) and Kashmere Gate (over 1.2 lakh per day) ensure that a large number of people will see the creative. The innovation was launched on June 25 and will go on for a few weeks.
Rabe Iyer, business head, Big Street, adds, "As a media brand, we are clearly focussed on delivering insightful, impactful and innovative creatives that meet the business requirements of our clients. Our insight lies in understanding the advertiser's communication objective and chalking out an effective consumer strategy. In this case, it was clearly the 'wow' factor that we wanted to give the consumer, while creating high awareness for the film."