Star Plus promotes TED Talks India with a ‘Nayi Soch’ on carbon emissions

In what may be described as an innovation with high social impact, GEC major Star Plus which celebrates ‘Nayi Soch’ has rolled out an environment-linked OOH campaign to promote its ‘TED Talks India’ show. The innovations entailed use of “Kaalink” — ink produced with carbon emissions from vehicles before they enter the atmosphere – to paint portraits of Bollywood star Shah Rukh Khan who is the host of the TV show.

The idea stemmed from one of the show’s speakers Anirudh Sharma, a scientist and inventor, who developed this technology. Hoardings with the images hand painted by artists in select areas of Mumbai drew the audience’s attention to the show, while informing them that the ink came from the carbon emissions from vehicles on the roads.
Kinetic India, which executed the media planning & buying for this campaign, strategically picked the sites understanding the wide reach required for the show. Bandra and Mahim traffic junctions in the city were selected to get the highest reach and visibility.