GroupM, WPP’s media investment group, joined forces with Eveready Industries India to craft an innovative visual spectacle on Kolkata's outdoor landscape. This initiative, as reported by afaqs, showcased the new Eveready Ultima alkaline batteries and was strategically implemented on Kolkata's Maa Flyover.

The Maa Flyover, an iconic thoroughfare in Kolkata bustling with activity, witnessed a transformative spectacle with the installation of a massive 44ft x 25ft battery, part of the Ultima range. This larger-than-life display served as a striking evidence to the superiority of Ultima batteries, capturing the attention of residents with its scale and innovative presentation.

Anirban Banerjee, Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India, was quoted in the afaqs report as saying: "The revamped Ultima battery series has successfully captured the attention of passersby with its enhanced appeal and long-lasting power.”