'Red Energy' campaign is a youth outreach programme. In order to strengthen the youth engagement in the Red Energy campaign, the brand has launched several initiatives such as a rock band hunt and mobile phones which cost less than Rs 5,000 for youngsters.
The innovation has been strategically placed in five high traffic crossings in Kolkata which includes Girish Park crossing, E M Bypass, Prince Anwarshah Connector, Alipur Machino Techno, Hyatt, and Sanjha Chulha crossing.
The structure has a granular sub base (GSB) and the backlit-acrylic phone cut out is mounted in the middle of the booth. Another backlit acrylic cut out with a boy skating is mounted on both sides of the phone, to give it a 3D look. The base measures 6 x 1.75 feet, and the phone cut out with the boy skating measures 4 x 7 feet. The innovation has been placed above the police booth to catch immediate attention of the onlookers.
"The challenge lay in the execution of the campaign within the given time frame, and to install such heavy structures amidst traffic," adds Tiwary. The campaign was executed within 15 days.