Big Street brings NY skyline to Delhi

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 08, 2009
The OOH division of Big Entertainment had created a replica of the New York skyline at DMRC stations, for the promotion of the film, New York

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 film's production house, Yash Raj Films, wanted a high-impact outdoor advertising campaign, which would create excitement and a 'wow' factor among its target audience. The audience was clearly defined as the more evolved sections of socio economic classes A and B, who are liberal in thought and are in sync with worldwide developments.

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."

The 3D backlit structure and cut-outs were designed by Hiral Shah from the Big Solutions team, which is part of Big Street. Pinto wanted to create a backlit structure of the New York skyline, which is also present in the movie poster. "This comes across beautifully and we could work very well with it. It draws a lot of attention. The design was approved by Aditya Chopra of Yash Raj Films and the fabrication was then done. We were able to deliver exactly what we set out to do," says Pinto. He shares that people have been clicking photos with the innovation and even uploading them on Facebook.

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."

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