Tiago takes a new route in OOH

Continuing innovation for Tiago, the new hatchback from TATA Motors, Madison Outdoor’s unit, Platinum Outdoor has installed an actual real size 3D model of the car on a hoarding at a prime location in Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra.

According to Platinum Outdoor, executing the innovation was a real challenge as it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and get regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale. Dipankar Sanyal, CEO, Platinum Outdoor, said, “We are really excited with this new innovation done for Tiago on the back of a very successful launch.