Zee Bangla scripts 3D innovation
By Nabamita Chatterjee - July 27, 2013
The 3-D innovation campaign has been initiated across strategic locations in Kolkata as part of the entertainment channel's promotion of its new fiction show.

The interesting creative used for the promotion of the show on OOH revolves around a story where two families residing in neighbouring houses are always bickering with each other. The aim of this outdoor campaign was to bring the central characters of the primetime mega soap into the limelight by using 3D effect. Thus, two creative layouts have been used for the campaign. For one, a simple 2-D back Lit hoarding was converted into 3-D hoarding using back lit acrylic and cut-outs. Further, for the second creative, double-decker sites were used.
Sujay Kutty - Executive Vice President & Business Head, Zee Bangla, shares the thought process behind the ideas, "Our aim was to keep the line of communication simple. In order to make it impactful, we wanted to accentuate certain elements that form significant components of the programme through 3-D cutouts in the hoardings. The USP of this campaign lies in its innovative approach towards using outdoor media by drawing attention towards the protagonists and the dynamics they share. Outdoor media provided broad coverage and helped to create the buzz in the market about the launch which was our primary requirement. The special creative gave the desired impact.â€

Debasish Dey, Regional Manager - East, Percept Out Of Home, shares, "The idea was to skip typical vanilla OOH format and do some innovations. To put the idea in the success track naturally whole, the focus was to develop a well-thought innovative campaign that stands out and creates top of the mind recall. As the plan was to highlight the characters, the images were raised to 4 inches which needed crafted labour and this was the most time consuming part of the entire process.â€

"It is always very challenging to create any innovation in any backlit hoarding in comparison to front-lit. The aim was to get the real life effect of the cut-out figures. The fundamentals of retail have been implemented here in the outdoor medium by the use of acrylic back lit, and SAV pasted on acrylic. The cutting, erasing and moulding have been done just like signage on the hoarding. The slimmest CFL lamp, which has been used to make the flower glow and seen in the hands of the female protagonist, was also a challenge,†explains Bikram Banerjee, Director- Jellybeans Media Pvt. Ltd., the media owner who implemented the hoarding innovation under the aegis of Percept OOH.
The campaign has received overwhelming response. "We received positive feedback from viewers and industry. Such a concept in outdoor hoarding is new and we feel we have definitely succeeded in our endeavour,†signs off Sujay Kutty.
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