Madison World’s outdoor unit Platinum Outdoor recently launched the OOH campaign of Tata’s new SUV Hexa with a big bang. The launch campaign was planned in two phases spread over 22 cities with a mix of disruptive innovations. The campaign aimed to highlight the innovative features of the car.

For the campaign, key sites in 14 cities were identified and back-lit acrylic letters of the brand “TATA HEXA” were installed on 24 billboards. Going a step further in disruptive innovation, the Mahim Causeway in Mumbai was identified to install an actual six-foot tall Hexa on equally tall four asymmetric trusses using an industrial crane.

Apart from the static outdoor executions, personal interaction and display zones were created at Delhi Cyber City and 12 other premium malls in the country as well as at the Delhi and Mumbai airports to let consumers experience the car.

Vivek Srivatsa, Head - Marketing, Passenger Vehicle Business Unit, Tata Motors, said, “The HEXA is a car suitable for all lifestyle needs and our partner Madison-Platinum OOH has been successful in conveying these brand attributes. The outdoor campaign with an LED acrylic logo and the installation of an actual six foot tall SUV have helped garner excitement with high impact and good visibility. Our focus is on increasing brand effectiveness and with the combination of innovative campaigns and the expertise of our partner we are sure to stir up the outdoor space with impactful visual branding.”

Dipankar Sanyal, CEO, Platinum Outdoor, added, “We continue to drive innovations for all Tata Motors brands in OOH and are really excited with this new launch of Hexa”.