In a bid to establish its huge presence in Mumbai and Pune, Tata Docomo has built the world's largest signage displaying the company logo on the hillside of the Mumbai-Pune Expressway at the start of the Western Ghats near Khopoli village.
The structure has been built over an area of 30,000 square feet and measures 125X234 feet. The signage is easily visible at a distance of 3.5 kilometres from all angles. It took 60 people working in shifts for 12 hours every day over a period of 90 days to build this mammoth structure.
The structure is constructed with 120 tons of steel and it took 400 litres of paint to colour the entire Tata Docomo logo.
The innovation is executed by OOH agency Milestone Brandcom.
Speaking about the initiative, Anupam Verma, chief operating officer, Tata Docomo, rest of Maharashtra circle, says, "The Pune-Mumbai Expressway is India's first six lane concrete, high speed, access-controlled expressway. The signage was an attempt to create a global landmark on one of the most beautiful highways of India. The signage is able to garner high visibility because of its massive structure and prominent location and hence sets us apart from others."Have a look at the winning agencies' work portfolio for Digital Agency Awards 2014. Major stories over the last 30 days