MTV shacks out in malls

To promote its new property Captain Shack, an adventure reality show, MTV has created shacks in malls.

MTV has created shacks inside shopping malls in Delhi and Mumbai. The idea is to promote its upcoming adventure reality show Captain Shack. The activity which began on February 7, will continue for the next 10 days.

This OOH innovation

has been created by MTV's in-house design team. The shack also has a beach umbrella, a beach chair, a ball, a glass of Margarita, and a backdrop with an image of a beach. The core objective was to arouse curiosity among the viewers and create awareness about the look and feel of the show.

The main objective behind the OOH campaign was to make the usual hoardings and billboards more interactive and live which are usually static, so that the viewers get to experience the show without participating in it.

The new show revolves around 15 contestants who will battle with each other through fun tasks to fulfil their dream to have their own shack on the beaches of Goa and make an easy living with a job.

The setup has been carried out in three malls -- Inorbit Mall and R Mall in Mumbai, and DLF Place Mall in Delhi.

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