Giant Rooh Afza bottle amazes commuters in Varanasi

As all cool beverage brands are on a branding/visibility spree in summer, age-old cooling sherbet brand Rooh Afza from Humdard Group has gone a step further to erect a backlit life-size bottle on a busy vantage point in Varanasi. Ideated by national agency Rapport Outdoor, the execution has been delivered by veteran outdoor media owner from the city, Ellora Outdoor.

The 12-feet bottle replicating just the real one has been installed at Varanasi’s Kachehri crossing. On the challenges of executing something innovative in a city as cluttered as Varanasi, Vakil Kumar Yadav of Ellora Outdoor said, “Yes, looking for a perfect vantage point was our first challenge specially when we were looking for maximum visibility of mixed crowd, both rural and urban. We chose Kachehri crossing because of its proximity to office premises and courts and high traffic commuting from adjacent villages too. We also had difficulties in replicating a real bottle into this life-size bottle made of iron cast. The bottle will continue to awe the commuters for two months.