On August 23^rd, India made history as the Indian Space Research Organisation’s (ISRO) Chandrayaan-3 Mission became the first country to successfully landed on the lunar south pole region – the southernmost point on the Moon. 

As the entire erupted in joyous celebration, Dentsu India decided to pay a special tribute to ISRO for the historic achievement with a DOOH campaign across Mumbai. The campaign was designed and executed by Posterscope India – Dentsu’s OOH specialist agency, with the creatives displaying laudatory messages for the space organisation. The DOOH hoardings are strategically located across five of Mumbai’s prominent areas – Juhu, Bandra, Worli, Lower Parel and Dadar, allowing Mumbaikars to revel in the celebrations as they navigated their way through the buzzing metropolis. 

This is ISRO’ second attempt at landing near the lunar south pole, after Chandrayaan-2 deviated from its original trajectory and crashed in 2019. The objective of Chandryaan-3 is to observe and conduct experiments on materials on the lunar surface to better understand the composition of the Moon. 

On August 28^th, the laser-induced breakdown spectroscopy (LIBS) confirmed the presence of sulphur on the lunar surface while the alpha particle x-ray spectrometer (APXS) detected the presence of minor elements on 30^th August as per the mission’s update on ISRO’s website.