Epic campaign!
By Bhawana Anand - September 16, 2013
DDB MudraMax depicted the story of Mahabharat on OOH to promote Star Plus' new show using the right blend of scale and innovation.

"The brief was to create impact and buzz for Star Plus' Mahabharat - the biggest show launch of the year. We selected the most impactful media vehicles clubbed with three "first of its kind†innovations and ensured that the awareness and recall generated for the show launch is quick as well as lasting. The idea was to bring the billboards to life by recreating famous scenes from the epic on ground. The

A multimedia approach has been adopted by the agency to amplify the effect of the campaign by achieving the right balance between impact, frequency and reach. Large format premium billboards and unipoles, gantries and bridge panels, mall media, metro stations and railway station platform branding as well as transit media have been extensively used to create the desired level of awareness and hype for the upcoming show. The media planning has been executed to reflect the premium nature and scale of the show.

The campaign has also taken an innovative route to garner the desired eyeballs and buzz. The different innovations executed were:
1. Arjun – A 22 ft tall Arjun kneeling down and looking into the water pot in front of him to take a shot at the rotating fish above his head during the Draupadi Svayamvar. The sculpture protrudes 6 feet out of the billboard, while a large 3D golden fish rotates overhead. The billboard has a huge backlit Star Plus logo on the top right corner.
2. Draupadi - A 17 ft tall Draupadi standing with her eyes closed praying to Lord Krishna depicting the famous "Vastraharan†scene wherein a Satin Saree comes down all the way from the billboard above, showing the protector Lord Krishna blessing her.

"We have installed the large sculptures on strategically located high impact billboards in the city. We hired professional sculpture artists to ensure that the final output comes to life especially as it involved recreating human form. Getting all three sculptures ready and put up simultaneously at the start of the OOH campaign was a mammoth task and took detailed planning on our part. The sculpture work started almost a month back. We had to hire a crane to hoist these giant sculptures on the billboard for installation. The innovations are impossible to miss and have definitely amplified the scale of the launch campaign. All the media vehicles have been meticulously selected to complement the eye-catching and dominating creative used for the campaign," says Anirudha Pawar, DGM, DDB Mudramax OOH.
Nikhil Madhok, Sr. Vice President, Marketing -- Star Plus said, "The work done for Mahabharat by DDBMudramax OOH has been outstanding. The innovations have been novel and the scale of execution has been a first of its kind in the country on the OOH platform. Star Plus always strives to disrupt and this execution is another example of our continued efforts in that direction.â€
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