Look at this OTIS Lift

By Devesh Gupta , afaqs!, New Delhi | In OOH News | October 10, 2014
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Otis India has installed a set of lifts at the Mahim Causeway in Mumbai to promote the brand.

Otis India, a part of the United Technologies, has installed a set of three larger-than-life functional lifts at Mahim Causeway in Mumbai to promote the brand to its target audience. The installation is a part of its campaign, 'One Powerful Idea'.

The functional lifts, according to Otis, are an engineering marvel weighing over a ton with over 14 mm glass doors and actual buttons. The company worked non-stop managing the suspension, movement randomisation, weight and other issues important to the installation. The moving lifts can be seen from quite a distance.

Though the systems installed in these lifts are different from those in actual lifts, they reflect the company's capability. Otis' lifts are placed all over the world across some of the tallest buildings such as Bhurj Khalifa in Dubai.

Executed by Milestone Brandcom, the campaign, which kicked off a week ago, will run for three months. Speaking about it, Goldie Srivastava, director, communications, Otis India, says, "Our current campaign has the tag line - 'One Powerful Idea' - and the brand aims to demonstrate how an idea, by getting the right technological backup, can completely transform human lives."

Nabendu Bhattacharya

He adds that people know about Otis but not much about the parent company United Technologies. So this campaign solves the purpose of promoting the both. Nabendu Bhattacharya, MD, Milestone Brandcom explains that the brief from the client was to make something such impactful and larger than life that it would stick in the minds of the people. For those who have seen it, the installation is eye-catching indeed.

Some time ago, Otis ran a campaign at the same location where it created a hollow S-76D Sikorsky helicopter. United Technologies has chosen out-of-home as the preferred choice of media, whenever there is a need to communicate with the mass.

Otis, a worldwide brand, is a part of United Technologies Corp, a diversified aerospace and building systems provider headquartered in the US. Its product line include UTC Climate, Controls and Security (which includes Carrier heating, air-conditioning and refrigeration systems) and a broad range of fire safety and security solutions from leading brands such as Kidde and Chubb Alba; UTC aerospace systems and industrial products; Otis elevators and escalators; Pratt & Whitney aircraft engines as well as Sikorsky helicopters.

In 1892, Otis installed the first elevator in Kolkata's Raj Bhavan. Over the past 10 years, Otis has worked to minimize its environmental impact by reducing energy and water consumption by 60 per cent.

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