Celebrating Bond mania

By Nandana Das , afaqs!, New Delhi | In OOH News | July 06, 2011
As part of the activity, StreetSmart has put up two live hoardings at Mahim Causeway in Mumbai to promote Forever Bond, a month-long festival on STAR Movies.

In a bid to promote Forever Bond, a month-long film festival on STAR Movies, which features action-packed James Bond movies, right from the oldest classics to the newest blockbusters, every night at 11 pm, the channel has launched an innovative out of home (OOH) campaign designed and executed by StreetSmart, the OOH arm of Mudra Max.

As part of the activity, the agency has put up two live hoardings at Mahim Causeway in Mumbai. Actors dressed up in typical James Bond attire have been made to stand on specially created platforms on the billboards. The actors move around the platform in the hoarding, making various 'Bond' gestures with a gun, and occasionally enjoying a sip of Martini.

The two billboards, measuring 35 feet X 15 feet and 60 feet X 20 feet, have been placed strategically at eye level, not too high up from the ground, to grab the attention of people passing by the crowded stretch of Mahim Causeway.

The target audience for the outdoor activity is the masses. It is aimed at those fond of English movies, and particularly, the fans of James Bond.

Talking about the brief, Anirudha Pawar, group account director, StreetSmart, says, "STAR Movies wanted to build a good level of visibility and awareness for Forever Bond. Hence, we were asked to create some innovative outdoor activity which would instantly grab the eyeballs of the masses. So, we came up with the idea of live hoardings with Bond gestures."

According to StreetSmart, this is the first time that two live hoardings have been put up in the same stretch of a part of the city.

According to Pawar, there were a lot of challenges while executing the campaign. "First, we had to take permission from the traffic department and the Bombay Municipal Corporation. It was a hard task getting permission from them, as live hoardings create a lot of traffic diversion and disruption. Other than this, we had to take a lot of safety measures for the actors by creating harnesses and platforms beneath the hoardings."

Talking about the response of the campaign, Pawar says, "It has been really good. One could observe a steady stream of surprised onlookers standing near the billboards, as well as people driving past slowing down to catch a glimpse of this novel spectacle and clicking pictures on mobile phones."

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