Ice Age comes alive on streets of Mumbai

In the pretext of the popular animated flick, Ice Age, highly-frequented vantage points of Mumbai saw some innovative activation. Life-size replicas of characters like Sid, Glyptodon, Diego, Dab, Scrat, Manfred etc were installed at places like Marine Drive, Bandstand, Worli Seaface, Inorbit Malad and City mall, Andheri.

Responsible for the activation, Emraan Kureshi of Active Media Innovation, explained, “The idea was to create maximum buzz through Mumbai at most crowded spots. These characters doubled up Mumbaikars’ weekend fun and contributed towards the anticipation of the movie. These large-sized near-looking “acorns also acted as celebrated selfie-joints and created a buzz in social media.

The similar buzz was also followed through interactive motion-censored snowfall at all PVR multiplexes in Mumbai. The movie enthusiasts enjoyed the snowfall while entering the gate to watch the movie.