Sony SAB TV show brings twitter to OOH

With the launch of new show'Y.A.R.O' on SAB TV about humanoid (human robot), leading out-of-home advertising agency Kinetic executed an OOH campaign combining twitter feeds for the first time in the history of Indian OOH. 

Y.A.R.O is a new show about a humanoid (Human Robot), which has extraordinary powers including Wikipedia-like capacity to answers all the questions. Bringing the show's characters innovatively on billboards, this unique initiative is such that anyone on Twitter can tweet any question on their mind with hashtag #SABKaYaro and they will get a response in just a second. One can ask any generic question they like and they will get a response from Y.A.R.O almost instantly. A Live Twitter App is in action which operates like Siri (a popular i-phone feature) and is further managed through a Live Micro-site which automatically replies an answer to the question. The initiative is displayed live on few high-traffic vantage outdoor sites in Mumbai.

On the association, Yusuf Merchant, Head - West Region, Kinetic India commented, "We are very thrilled about our partnership with Sab TV for executing this very unique and exciting "Live Tweet” innovation. The idea is in sync with the thought and concept of Y.A.R.O. When it comes to billboards in India we see very few digital integration and we, at Kinetic, firmly believe that a mix of Digital with regular OOH provides a right interactive and engaging platform for the TG”.