The campaign was launched to coincide with the Uttarayan festival, which is considered to be an auspicious time for new developments and acquisitions. It is customary to fly kites during Uttarayan, and four outdoor creatives made use of the kite theme to engage customers.
One of the billboards features cut-outs of kites, while another has a cut-out of a child flying a kite. The cut-outs, created to give a 3D look, were separately attached to the billboards. The billboards carry the message 'Now Uttarayan will be Grander!'. Some of the billboards are back-lit for additional effect.
Moreover, in order to connect with the celebrations related to the festival, a large kite string holder was installed on a mobile van.
The campaign was launched in the first week of January and will continue for 15 days. The billboards have been put up at 15 key locations in Ahmedabad, including Sarkhej-Gandhinagar highway, Chiman Lal Girdhar Lal Road, Maninagar and Law Garden.
Arun Rogha, group account director, Clear Channel Mudra, says, "The challenge was to use the out-of-home (OOH) space to maximise the scope of pure branding that stands out from the clutter in the market. Cut-outs of kites were installed on all hoardings to gain high impact and generate buzz for the upcoming launch of the mega township and celebrate Uttarayan."