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A 3D replica of a rocket is placed on a 30X20 feet hoarding with a smoke machine fitted into it to showcase that the rocket has ripped off the hoarding and is ready to take off.
To grab maximum attention on this offer, the brand has executed a 30X20 feet innovative hoarding at Shastri Bridge, Indore, in which a 3D replica of a rocket measuring 18X5 feet is placed on a hoarding to signify the internet speed and the on-the-move lifestyle of today's youth. To generate impact, a smoke machine is fitted right behind the rocket on the hoarding, giving it a real 'take-off' feel. The smoke machine actually generates smoke over the hoarding and gives the impression of the rocket ripping-off the hoarding, ready to take-off.
The innovation was executed by OOH agency Milestone Brandcom in the last week of June and will continue for one month.
Commenting about the OOH idea, a Tata Teleservices spokesperson says, "Outdoor is a reminder media so we decided to boost impact levels and do something clutter-breaking. The idea was to give it a real rocket-launch feel and we hit upon the idea of fitting a smoke machine to bring a real life experience. To give it a take-off feel, we even created a rip-off effect that gave the 3D cut out a dynamic look."