‘Sukhoi jets’ formation powers ‘Fighter’ promotion

3-dimensional replicas of the Sukhoi fighter jets, designed and installed by Active Media Innovations in Mumbai was one of the highlights of ambient advertising that preceded the theatrical release of the star-studded action movie ‘Fighter’. The requirement was set by

Viacom18 Studios. The objective was to draw attention to fighter jets and combine that with a sense of patriotism.

Active Media Innovations crafted three fighter jets and installed them in a formation, vertically on a scaffolding structure at the high-traffic Carter Road. As evening fell, jet exhaust was simulated from the three fighter jet replicas in the colours of the Indian flag, exuding and inspiring patriotism. The installation were 40 ft tall.

Emraan Kureshi, Founder, Active Media Innovations says that the engineering design apart, the tight timeframe within which the innovations were to be installed were quite challenging. “The  installation was a grand success, grabbing every eyeball around. Over 200,000 people viewed the installation every day,” he reckons.