Cutting edge innovation

By Devesh Gupta , afaqs!, New Delhi | In OOH News | June 24, 2013
Zee TV has mounted an innovative billboard in Mumbai, with a 120 ft sword attached to it for the new show, Jodha Akbar.

Zee TV, the GEC from Zee Entertainment Enterprise Limited, has mounted a 125X20 ft billboard at Mahim Causeway in Mumbai to promote its new show, Jodha Akbar that kick-started on June 18. It is a historical show that presents the famous love saga of Mughal emperor Akbar, a Muslim king and his wife Jodha, a Rajput princess.

Junaid Shaikh

The channel aims to gather eyeballs for the show through the innovation that includes handcrafted rose petals and a 120 ft long sword that weighs more than 100 kg. RoshanSpace Brandcom has executed the innovation.

Braving the Mumbai rains, the outdoor agency had 40 people working on the client brief that required it to show the transformation Jodha's love brought to Akbar. Junaid Shaikh, MD, RoshanSpace Brandcom, says, "The channel wanted us to create an innovation that visually illustrated the transformation of the power of love."

A set of three 40X20 billboards was put up at Mahim Causeway, with red writing on a white background. The plywood sword was made in five pieces, over which huge stickers were put to give it an authentic look. The sword was welded to the billboard.

The blood seen at the bottom of the sword was designed in the stickers. The rose petals and the flower at the end of the billboard were handcrafted. The agency used lightweight waterproof board which was specially moulded to give the look of the flower. Once designed, the board was later printed red and was also welded to the billboard.

The installation was put up on June 11 and will be there for another week. The total cost involved in creating the installation was Rs 8-9 lakh.

The agency has put a monitoring team at the site to manage the innovation.

RoshanSpace has been in the outdoor industry for more than six years now and has worked on several accounts such as Viacom, DHFL, Birla Sunlife, MCX, MTV and others. It has offices in Mumbai and partners with many others across the country.

The show will be telecast from Monday to Friday at 8 pm.

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