X-Men goes large than life through OOH

X-Men: Apocalypse, the recently released American superhero film based on the Marvel Comics characters of the same name, created an impactful presence across India. This ninth instalment in the X-Men film series, rose curiosity among the general populace through innovative OOH promotions.  

As part of a series of activations, digitally-enabled large cut-outs of the characters of the movie were installed on boats that sailed on Hussain Sagar Lake in Hyderabad. Other innovative activations included moving canters in Mumbai and Pune along with mall activation at Inorbit Mall, Malad, Mumbai.

Responsible for the activations, Emraan Kureshi of Active Media Innovations, explained, "We have integrated digital in moving OOH. This is the first time in the history of Hussain Sagar lake that something as innovative as this has happened. We received immense responses in 10 days of this activation. People took great fancy in boarding those branded boats.” Following similar promotions, branded 16-feet canters ran through all premium and vantage points of Mumbai and Pune for 10 days. It represented itself as road shows where fans could board the canters, become mutants (as part of the the story-line of the movie) and could share clicked pictures on social media readily. "We wanted to create something large and outstanding around the movie. These innovative activations fitted the bill perfectly,” concluded Kureshi.