afaqs!

Aamby Valley City aims for the sky

By Devesh Gupta , afaqs!, New Delhi | In OOH News | January 08, 2013
Sahara India Parivar's infrastructure and reality brand Aamby Valley City has initiated an OOH campaign to create buzz around its two-month sky diving event.

Sahara India Parivar's infrastructure and housing brand Aamby Valley has launched an out of home (OOH) campaign in Mumbai and Pune to promote its two-month sky diving event in the Aamby Valley City in Maharashtra. The event began on December 15, 2012 and will continue till February 16.

The outdoor ad for Aamby Valley

The outdoor ad for Aamby Valley

The creative comprises a large billboard attached to a parachute and displays the catch line, 'If sky is the limit, here is a chance to touch it'. It invites passersby to visit the Aamby Valley City to experience sky diving. Another billboard shows the happy faces of people when they are up in the skies.

The campaign is executed by Milestone Brandcom. Speaking to afaqs!, Nabendu Bhattacharya, founder and managing director, Milestone Brandcom, says, "The brand wanted us to create something that invites people to visit Aamby Valley City and experience sky diving. It is aimed at those people who have enough money but are not able to visit abroad where they can experience it."

Vivek Kumar, chief executive officer, Aamby Valley City and Hotel Sahara Star, says, "The communication objective for the OOH campaign was to create hype and grab as many eyeballs as possible, thereby luring the target audience down to Aamby Valley to experience this exciting event."

The campaign targets people in the SEC A+ category. Bhattacharya says, "The brief was to create an experience on the billboard so that people go and check it at home."

Milestone Brandcom has erected 20 billboards and 35 kiosks and gantries across posh locations in Mumbai, such as Marine Drive, Linking Road, Juhu, Mahim, Pune-Mumbai Express Highway and Pune city.

Nabendu Bhattacharya

Vivek Kumar

The agency did not discuss the spends around it but confirmed that it plans to extend the campaign to New Delhi and Ahmedabad. It took nearly two weeks to bring the entire campaign to the ground.

The infrastructure and housing company has collaborated with Art of Extreme, a globally renowned organisation in sky diving sport, to bring the entire experience to India. The instructors will accompany the participant to a height of 10,000-15,000 feet and freefall with the participant to ensure safety. The jump is only available to people above 18 years of age.

Aamby Valley City is located amidst the Sahayadri mountain range in the Western Ghats and is spread across 10,600 acres.

Milestone Brandcom is an OOH advertising and media company that has operations in 42 cities across India and provides services in more than 1,000 towns. It currently executes OOH media duties for 75 established brands in India such as Tata Photon-Docomo, Colors, McDonald's, Binani Cement, Axis Bank, L'Oreal, HDFC Mutual Fund, Dish TV, DSP Blackrock and Franklyn Templeton.

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