Meet the latest heavy lift champion: Amazon Prime’s Coolie No1!

Ideated and handled by Active Media Innovations, the campaign successfully caught the audience attention

OOH is all about intelligent placement, which can go a long way in enhancing the effectiveness of a campaign. A good example is the recent campaign of Amazon Prime Video undertaken for new movie Coolie No 1.  

In partnership with Active Media Innovations, the OTT player brought out the essence of the movie with huge cut-outs of lead actor Varun Dhawan dressed in the coolie avatar. These cut- outs were placed under FOBs and Metro bridges, conveying the effect of them lifting up the weights underneath.

The multicity campaign was kicked off in Mumbai, Ahmedabad, Chandigarh, Jaipur, Delhi and Kolkata for 10 days, aimed at announcing the launch of the movie and gaining highest viewership.  

The main challenge of the campaign was installing the cut-outs under the functioning highways. However, the agency meticulously completed the task, resulting in an overwhelming response for the OTT brand.