MUMBAI: You’ve got to hand it to the outdoor medium. It allows for great advertising, sometimes even cheeky messaging.
Take a look at how each of these three advertisers are feeding off the communications of each other on top of a road tunnel.
The first is quick commerce player Zepto. Its billboard states: “Manyavar chahiye? Manyavar in 10 minutes – Zepto” (You want Manyavar?)
Next to it People Interactive - the parent firm of Shaadi.com - has a billiboard stating: “Var Chahiye? Will take more than 10 minutes – Shaadi.com.” (You want a husband?)
Both seem to be from the same agency – if one has guessed correctly - as they seem to be on a continuing billboard.(Did they share the cost of the billboard???)
Below both is the Manish Singhal-owned and Akshat Singhal-run OTT platform Dangal Play. Its contribution: “Shaadi mein drama chahiye? Download Dangal Play in less than one minute.” (You want drama in marriage?)
We, the folks at indiantelevision.com, could not help but chuckle at this clever use of the environment your advertising is placed in.
(Updated on 27 November 12 pm...
Anupam Mittal the CEO & founder of People Group threw light on this, ad which we somehow missed. Here's what he posted on linkein yesterday:
"Who would have expected a crossover between love and 10-minute delivery ??For decades, brands operated in isolation, fiercely protective of their lanes and any collaboration meant approaching the partnership with suspicion, a win-lose approach and months of planning. Today, they’re co-creating more than ever ?? Social Media with the immediacy it lends, shorter content life-spans, topical orientation and a need to engage audiences is driving brands to be more creative than ever and with AI I expect this trend to further accelerate.
(A question to Anupam - Was it a morphed photo to generate conversation on linkedin? Duh! We still don't get it? Can someone help us out here-Editor.).
(A big thank you to Avinash Naik, the digital head of Enter10 under which Dangal Play comes, who posted the picture on Linkedin)
