Creative Concepts
NMACC’s snowfall billboard promotes The Nutcracker on Ice
The large-format visual featuring the show’s signature imagery comes alive between 4:00 pm and 10:00 pm with a gentle, realistic cascade of synthetic snow.
The Nita Mukesh Ambani Cultural Centre (NMACC) is transforming Mumbai into a winter spectacle to herald the arrival of The Nutcracker on Ice, presented by the internationally acclaimed Imperial Ice Stars. Ahead of the production run from December 4 – 14, NMACC has launched a unique, immersive Out-of-Home (OOH) activation designed to generate festive anticipation.
The centerpiece of the campaign is a special snowfall billboard located on the high-traffic Carter Road in Bandra. Running nightly from December 1 to 7, the large-format visual featuring the show’s signature imagery comes alive between 4:00 pm and 10:00 pm with a gentle, realistic cascade of synthetic snow. This sensory activation instantly turns the bustling street into a mini winter wonderland, creating a highly visual and scroll-stopping moment for commuters and pedestrians.
This physical activation serves as a dynamic, real-world teaser, immediately communicating the magic and spectacle of the ice-skating production, which brings Olympic-level talent and Tchaikovsky’s score to The Grand Theatre’s transformed ice rink.
The OOH display is synchronized with a broader festive rollout across the Cultural Centre itself, ensuring a cohesive holiday experience. Guests are invited to enjoy Nutcracker-inspired décor, a Snow Globe Photobooth, and special holiday drinks, positioning NMACC as the city’s unmissable destination for holiday entertainment and successfully creating a warm, joyful buildup to the main performance.
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