Tata Pravesh’s gigantic 3D installations strengthen brand positioning
By Bhawana Anand - February 03, 2021
The brand’s innovative 3D door installations are deployed at key visibility points in Kolkata, Delhi and Mumbai to position its new steel doors range
Tata Pravesh has launched a gigantic OOH initiative in sync with its multimedia campaign to reiterate its new proposition #AkelaHiKaafiHai. Featuring actor Gajraj Rao, the campaign aims to drive awareness around a new category of steel doors and windows and establish the Tata Pravesh brand as a one stop solution to all issues emerging from wooden doors and windows.
With the aim to generate buzz in different cities and capture consumer attention, larger than life 20ft 3D door installations have been placed at key visibility points in Kolkata (Bypass, Maa Flyover) and Delhi (Lodhi Garden) along with 30ft installations in Mumbai (Worli Sea Face). The innovation has been designed to reflect the core of the campaign message - #AkelaHiKaafiHai.
The OOH campaign was designed to go beyond traditional outdoor advertising and create an unforgettable brand experience for the consumers. The idea was also to leverage the immense interest around monoliths, generated by the recent news on monoliths mysteriously appearing across the world.
Locations for the installations were selected on the basis of high visibility, heavy footfalls and demographic profile. Creating the self-standing structure was quite a challenge, since it was a first of its kind . Also, securing the necessary municipal permissions was a long-drawn process.
The month-long campaign has already garnered overwhelming response with a lot of engagement happening on the brand’s #GrandDoorHunt contest running on social media.