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.
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.