Talking about the campaign, Dipankar Sanyal, chief operating officer, MOMS, says, "A neat execution, coupled with technology highlighting the features of the product, is the forte of this innovation."
As part of the process, the agency has fabricated 30 light poles with six-feet long cut-outs back-to-back, in the shape of a dongle. Overall, it has installed 60 dongle-shaped cut-outs. In the evening, the dongle lights up in blue, as if the device is on and working, highlighting the speed of the Photon
The challenges faced in executing the campaign were mainly caused by the traffic, as important personalities continued to travel to and fro from the domestic and international terminals of the airport. Therefore, the work was executed mainly during early mornings. Moreover, the safety of the individuals working at the site was also a concern, as electricity was used for lighting the dongles.
As of now, the agency plans to expand the dongle-shaped innovation in Kolkata; new schemes are also in the pipeline.