Monte Carlo creates showroom window on billboard

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | December 29, 2011
Lintas Initiative has created a 26X13 feet showroom window on a billboard in Delhi as part of Monte Carlo's out of home campaign for its winter wear collection.

To mark the start of the winter season, Lintas Initiative has rolled out an outdoor campaign to promote Monte Carlo's winter wear collection. The campaign is spread across key cities and towns in Punjab, Himachal Pradesh, Jammu and Kashmir, Rajasthan, Haryana, Bihar, West Bengal, Orissa, Maharashtra, Madhya Pradesh and Chhattisgarh, apart from Delhi.

As part of the campaign, a 26x13 feet billboard has been put up at the busy junction of Sriniwaspuri in Delhi. The innovation looks like a showroom window, with cut-outs of a model using a four mm sunboard, placed on a base attached separately to the billboard. The 3D projection has cut-outs of mannequins displaying various brands of Monte Carlo.

The campaign uses 10 different media, including unipoles, hoardings, utilities, bus queue shelters (BQS), Metro pillars, domes, mall gates, glass facades, wall wraps, and drop downs.

The client brief was to create impact and buzz for Monte Carlo's brands, including Canterbury, the winter wear brand, and Alpha, the women's wear brand. The brief also required the outdoor creatives to be strategically placed near sales points, youth hangouts, colleges, and key intersections of arterial routes.

"Youth being the main target of the campaign, the outdoor creatives in Delhi have been put up at locations such as Connaught Place, South Extension, Dhaula Kuan, Sriniwaspuri, Lady Shri Ram College (LSR), and the North Campus," says Anoop Dass, brand manager, Monte Carlo.

In some places, the agency has created an entire Monte Carlo zone for the campaign. At Dhaula Kuan, the creatives have been put up on the backlit utility pole on Patel Marg, and also on the Metro pillars on Ring Road. Similarly, At LSR, the creatives are put up on both sides of BQS.

Gaurav Chhibber, business head, North, Lintas Initiative, says, "With the onset of winter, there were many campaigns planned. To get good sites at key locations was a challenge, such as to adapt the creative with the intent of creating and impact through Metro pillars at Dhaula Kuan. But, with timely planning, we have created a large-scale campaign including one innovative billboard in a showroom window form."

The outdoor campaign began in the second week of October and will continue until the end of December.

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