By: M4G Bureau
Last updated : June 28, 2018 12:27 pm
In association with INKA creative agency, the state government stands tall on OOH by showcasing its fast-paced development
The campaign clearly demonstrates the innovative approach of the state government in showcasing their achievements such as improved water supply, Metro facility and Boeing Apache plant through the cut-outs on large formats. “We are spending people’s money. We didn’t want to take a chance. So my brief was simple – Even if our billboard is installed at a junction dominated by global brands, our campaign should be the one people should talk about”, he further added.
Sunil Reddy, the co-founder of INKA, India’s first freestyle creative agency, found the task daunting. “Usually when you receive a Government brief, you know in the mind you just have to wade through. It’s rare to find people like the Commissioner, who talks results like a CMO does. So, we knew we had to bring our A-game to the campaign” said Sunil, a media veteran with over 20 years’ experience in an agency like Mudra.
“We started by deciding to break the regular 2-dimensions usually seen in OOH and go 3D. OOH is about exaggeration. Four seconds is hardly any time to play with subtleties. The creative has to punch you in the face… wham!! The fact that non-advertising people have been talking about the campaign over lunch tables means that we punched above our weight class. Just goes to show what happens when the client sets the bar high and lets the agency do its job,” says Aneil Deepak (Andee Hyderabadi), the other co-founder of INKA.