Last updated : December 05, 2017 6:53 pm
To create awareness about Star Plus's ongoing reality show'Dil Hai Hindustani' and to create a buzz about its unique format, Star Plus and DDB MudraMax created three exclusive concepts for'on ground' activations - A Bollywood concert hosted at a Railway station, a live billboard concert and a bus stop that turns into a piano.
As per the brief, DDB MudraMax’s task was to appeal TO the audience who is already bombarded with music reality shows to perceive ‘Dil Hai Hindustani’ as a clutter breaking Hindi music show. The on-ground campaign kept the unique charm of the show’s theme in mind while constructing a visual musical treat for the audiences in order to promote the show. The agency chose Delhi and Mumbai as the target locations. The theme was to create an element of surprise for the audiences in one of the busiest locations in these cities and create a life size installation that creates cognizance and also becomes the ‘Talk of the town’.
At the second location in Mumbai, Bandra West, a simple bus stop was transformed into a live piano that played the title symphony of the show. The largest playing piano hosted at a bus stop amazed the audiences with moving the keys of the piano actually, playing an instrumental symphony. Parallel to these activations, the agency successfully attracted the attention of people by hosting a Live Billboard concert in Delhi. A foreign national singing Bollywood songs with an engaging live band created an impressive experience for the audience.
Quoting on the campaign, Sanjay Shukla, President – OOH & Experiential, DDB MudraMax said, “Star India wanted to create a clutter breaking experience to introduce the new show and we were able to come up with an idea that would ensure that gets done with a higher visibility amongst the right audience. Our on-ground teams were able to rise up to the challenge within the short time span and thus add all the more effectiveness to the hype building.”
Added Arpan Jain, Creative Head, DDB MudraMax, “This was a campaign of firsts. The first global Bollywood concert on the railway platform; first time a foreign national sang Bollywood songs at a billboard concert. It was also the first time a larger than life piano was mounted on a bus stop, yes! It actually played! The team did a tremendous job by pulling off the impossible.”