The 40 feetX20 feet hoarding showcases a thumb tossing a 25 paisa coin, highlighting the concept that now STD calls are as low as 25 paisa per minute. The innovation involves a cut-out of a hand and a coin placed over the hoarding. The thumb, measuring 8 feet, is separately attached to the hand. The coin, more than 3.5 feet in diameter, moves up and down to show the toss movement along a path.
The key challenge faced while executing the innovation was to move both the thumb and the coin simultaneously on the hoarding, synchronisation of the motors to handle the thumb and coin, and the timing of the movements.
Ashoo Sethi, chief operating officer (COO), Mumbai, MTS India, says, "The objective was to promote our new proposition - all India STD at 25 paise - in an innovative way to grab maximum eyeballs in the shortest possible way."
The innovation has been executed by out of home agency Apex Integrated Marketing (AIM) in the last week of June and will continue for one month. Two such innovations are placed at Juhu and Byculla in Mumbai.