New OOH blockbuster - India’s first 4D billboard!
By N Jayalakshmi - April 29, 2022
Shapoorji Pallonji Real Estate initiated yet another OOH innovation, this time in Thane, Maharashtra in the form of a 4D billboard. This one-of-a-kind structure was assembled to give people a glimpse into the kaleidoscopic lifestyle at the new launch Project ‘Skyraa’, wherein a balcony was curated on a billboard with actors performing live on it.
In the age of routine advertising, imagine witnessing a live act on a hoarding - real people living out real-life scenarios on a platform, that too on a billboard amidst the bustling streets of the city. Well, in an ingenious way, that’s exactly what Shapoorji Pallonji Real Estate has done recently in Thane, Maharashtra. The OOH innovation had a ‘4D billboard’ – with an actual-size balcony almost 20 ft above the ground. The idea was to promote the balcony space and its benefits in their project Skyraa, a rarity in Mumbai’s suburbs. The 4D balcony had real actors and influencers practicing yoga, relishing coffee with soothing music, or enjoying Golf, gardening, and romantic candlelight dinner with their loved ones, demonstrating to people the leisurely benefits that the balcony space at Skyraa offers.
Shapoorji Pallonji as a brand has always aimed to stand out from the clutter through innovative use of the OOH medium and this campaign is another striking example. Parikshit Pawar, Chief Marketing Officer, Shapoorji Pallonji Real Estate, speaking about the brand’s approach to OOH says, “As a brand, we are always exploring new opportunities and trying out fresh and out-of-the-box ideas, especially in the OOH space. In the real estate sector, marketing has to be a 360-degree activity. While we do understand and comply with the shift towards digital, we are keenly focused on creating a holistic brand presence in the mind-space of the customer and OOH comes in very handy there. Nothing can replicate the visibility that OOH offers to a larger set of audience. OOH is especially impactful in the vicinity of our project.”
“However, Real Estate OOH Space is very cluttered with different projects promoting the same USPs and mundane communication. To break this monotonous environment, innovation is very important and that is where we look to optimize the OOH medium and create impact. By keeping in this mind we have created India's 1st 4D billboard for this campaign. In the metro city like Mumbai, capacious and dedicated balconies are very rare to spot, and living through Covid-19 has reignited the urge to have this dedicated balcony,” he adds.
As explained by Parikshit, the innovative campaign, what the brand calls a ‘social experiment’, has indeed wow-ed the audience and generated a lot of buzz, both in the public space and on social media, with some online channels recording, 5,00,000+ views in less than a day.