Scale, glamour and high visibility mark this one. The campaign brief to MOMS Outdoor Media Solutions by Asian Paints was to reiterate the communication around its product  Royale Glitz Ultra Sheen Paints - Steals your spotlight. The aim obviously was to create impact and awareness about the product across key markets.

The campaign covers Maharashtra, Delhi, UP - Uttarkhand, Punjab, Madhya Pradhesh - Chattisgarh, Rajasthan, Karnataka, Gujarat and West Bengal.

A range of formats marks the campaign, including billboards/unipoles, DOOH, bus shelters, mall media, airport media, and transit media (metro train, cabs, buses, etc).

The big scale campaign also has some interesting innovations. For example, the DOOH communication across regions has the spotlight moving sequentially, from Dipika to the wall, finally displaying the brand message - ‘Ultra sheen paints, steals your spotlight’.

Billboards across the top three markets also use dynamic lighting technology, wherein the spotlights first light up the packshot and then highlight the entire wall, in sync with the brand narrative that the product first steals the spotlight.

Larger-than-life billboards literally steal the spotlight for the campaign; and they include Asia’s biggest billboard (120 x 120) at Bandra ROB, which steals the spotlight. As the MOMs team informs, it accentuates the overall campaign by adding a premium touch and garnering around 10 lacs + traffic impressions during the campaign tenure.