MUMBAI: Star Plus has partnered with DDB Mudramax OOH to create the buzz for its most ambitious show - Mahabharat - through a hi-decibel OOH campaign.
The channel has not left any stone unturned to ensure that this is the biggest show launch of the year and has gone all out through a massive multimedia campaign across the country.
The massive OOH campaign has been executed across 100 plus towns in the country from metros to LC1 towns.
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The innovation for Shakuni wherein the five crowns depict the five Pandavas who were deprived of their kingdom by Shakuni using his famous pair of dice during the game of Chausar
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DDB Mudramax OOH VP Spencer Noronha said, “The brief was to create impact and buzz for Star Plus’ Mahabharat – the biggest show launch of the year. We selected the most impactful media vehicles clubbed with three “first of its kind” innovations and ensured that the awareness and recall generated for the show launch is quick as well as lasting. The idea was to bring the billboards to life by recreating famous scenes from the epic on ground. The route we used was to put up large 3D sculptures on the billboards ranging from 17 to 22 ft in height emerging out of the billboards. The three innovations of Arjun, Shakuni and Draupadi look dominating and dwarf the conventional innovations done so far on the OOH platform. These innovations have been entirely conceptualized and designed by our in-house OOH creative team.”
A multi media approach has been adopted by DDBMudramax OOH to amplify the effect of the campaign to achieve the right balance between impact, frequency and reach. Large format premium billboards and uni-poles, gantries and bridge panels, mall media, metro stations and railway station platform branding as well as transit media has been used to create the desired level of awareness and hype for the show.
DDB Mudramax OOH DGM Anirudha Pawar said, "We have installed the large sculptures on strategically located high impact billboards in the city. We hired professional sculpture artists to ensure that the final output comes to life especially as it involved recreating human form. Getting all three sculptures ready and put up simultaneously at the start of the OOH campaign was a mammoth task and took detailed planning on our part. The sculpture work started almost a month back. We had to hire a crane to hoist these giant sculptures on the billboard for installation. The innovations are impossible to miss and have definitely amplified the scale of the launch campaign. All the media vehicles have been meticulously selected to complement the eye-catching and dominating creatives used for the campaign."
There are six creatives used for the campaign highlighting 6 characters of the epic saga - Krishna, Arjun, Draupadi, Duryodhan, Shakuni and Gandhari.
About the overall campaign Star India SVP – marketing Nikhil Madhok said, “The work done for Mahabharat by DDBMudramax OOH has been outstanding. The innovations have been novel and the scale of execution has been a first of its kind in the country on the OOH platform. Star Plus always strives to disrupt and this execution is another example of our continued efforts in that direction.”
