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Home » OOH News » EPIC goes larger-than-life through OOH

EPIC goes larger-than-life through OOH

By Jubilee Cardozo - December 01, 2014

EPIC Channel, India\'s first genre specific Hindi entertainment channel, captured the attention of the mass market with its high impact and innovative outdoor campaign.

Epic is India's first genre-specific Hindi entertainment channel that showcases content covering action, drama, comedy to narrative non-fiction. The channel celebrates India's heritage by creating unique and original content within the Indian history, folklore and mythology genre, using a contemporary story telling format.

In association with Madison MOMS, Epic launched innovative outdoor campaigns to popularise its key shows, mainly Siyaasat and Dariba Diaries. Siyaasat, based on the popular book'The Twentieth Wife' by author Indu Sundaresan, is a story of politics, inter-personal conflicts, sabotage, grandeur, power and above all else, the love between Salim and Mehrunissa, who was Salim's twentieth and final wife. To bring about the royal richness of the Mughal era, the channel saw perfect fit with the bus shelters especially those in Delhi. The'throne' concept was implemented at Okhla Modi Mill and Defence Colony near Lajpat Nagar to give an experience of a Mughal Darbar.

For Dariba Diaries, a thriller detective series in the 1800s, an old gun firing a bullet was animated to give the feel of the bullet in motion with appropriate lighting. The culmination of the bullet was the EPIC logo which lights up accordingly. This was done at Mumbai's Juhu Beach, a weekend destination and a high traffic area.

Speaking about the execution, the team shared that the biggest challenge was to reproduce the exact quality that was conceptualized. "At EPIC we are very careful about our high standards of quality. The other smaller issue was of course to keep the sites from being vandalised at night, for which we had security in place,” says Mahesh Samat, Founder and MD of EPIC Channel.

Fabricated by Sakshi Advertising, the actual fabrication of the throne for the king and his official representative was done through acrylic neon letters highlighting the show and the channel. Men dressed as royal fan-bearers alongside the throne gave it a real king's darbar feel.  For the bullet innovation, the cut-out of the gun was fabricated and backlit signage was created for the bullet shot sequence which is synchronised with the appearance of the channel logo in an innovative manner.

This pan-India campaign was executed in Mumbai, Delhi and Bangalore and periodic checks are still conducted by the in-house operation team to make sure that the innovation is well maintained throughout the campaign.

Unveiled on November 12, the campaign began seven days before the channel launch and was present for a fortnight in the respective cities. This innovative OOH campaign has aided to achieve a good recall for the channel and gained a lot of appreciation from the client in terms of its visibility. The innovations have also contributed in creating great impact for the campaign.

"For the launch of the EPIC Channel, we felt the only way to break through the clutter was focused and innovative advertising. The channel launch thrived on differential advertising, from its TV spots, print ad, the widely appreciated radio spots and even innovative use of social media. The same was reflected across our OOH advertising. Madison MOMS did a fantastic job of executing the'EPIC edge' to our outdoor.”
Tags : epic
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