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Mounthill Realty showcases'The Pyramid' in Kolkata

By Nabamita Chatterjee - March 02, 2015

Balaji Ads executed the campaign using more than a hundred hoardings in and around the city to promote the residential project

Kolkata-based Mounthill Realty has taken the outdoor route to promote its recently launched residential project'The Pyramid' in Rajarhat. The campaign has been executed by Balaji Ads.

Speaking about the project, Hemant Sikaria, Founder & CMD of Mounthill Realty, said: "The Pyramid is a one of its kind project in the country. Probably for the first time in India a project with its focal point on pyramid energy has been launched. The objective was to catch eyeballs in Kolkata. The typology and number of locations were a derivative of this requirement matrix.”

The brand focused on Kolkata and the suburbs with various outdoor formats like hoardings, pillar wraps, etc., located in the premium and arterial points of the city, such as, AJC Bose Road, Esplanade, Girish Park, Paroma Island, Salt Lake PNB Xing, Rajarhat Chinar Park Xing, and Sealdah Station Area.

Sikaria added, "The first of its kind project was designed to have the first of its kind launch "The Pyramid Carnival 2015” and it became the most talked about launch campaign by consumers and industry peers alike.”

He said, "Balaji Ads played a very important role, more than just playing the role of an OOH service provider. Research-based inputs on OOH campaign of these kinds of events by them was the key to the success. The complete planning with fallback options also mitigated the risks that we faced and successfully drubbed certain adversary reactions by sections of competitors.”

Abhishek Kejriwal, Director of Balaji Ads, stated that "as an agency we were involved in the entire launch campaign starting from the teaser launch of outdoor to the reveal stage. We also handled the 3D Carnival for Pyramid which got a huge response with around 8,000 people participating in the event. The campaign has been a great success with an overwhelming response from the customers.”


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