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Amazon Prime turns cityscape pink for ‘Sons of the Soil: Jaipur Pink Panthers’ release

By Pratima Pareek - December 11, 2020

Active Media Innovations handled the OOH campaign innovations

OOH industry is still facing the impact of the Covid19. The outdoor campaign for the release of Amazon Prime’s new docudrama ‘Sons of the Soil: Pink Panthers’ was ‘life-size’ but its execution was not easy. 

The pink lights illuminating the sky and Hawa Mahal on December 3 and December 4 marked the launch of the series. “It is a unique concept. But considering the Covid19 situation, getting permission was a big challenge for us. So, we had to approach the royal family to get a special approval for this heritage property,” said Emraan Kureshi, Founder & MD, Active Media Innovations.

The series shows the magnificent journey of the Pro Kabaddi League team, offers viewers a locker-room view, love for one of the country’s oldest sport and the team’s persistence to win the match. 

Various creatives have been installed to raise excitement amongst diehard fans of Pro Kabaddi League.

He added that with the aim to bring out the emotional connection between soil and the much loved indigenous sport, a life-size installation in sand art was dedicated to the show.

Also, in a special tribute to the team, life-size installations of the players, along with the team owner Abhishek Bachchan were put on Carter Road and at Juhu in Mumbai and Gurugram NCR with the concept that as the sun goes down the installation turns pink.


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