Mumbai: GroupM, WPP’s media investment group, partnered with Eveready Industries India Ltd. to create an innovative visual spectacle in the outdoor landscape of  Kolkata. A larger-than-life innovation for Eveready Ultima alkaline batteries has been  strategically introduced on Kolkata's most popular flyover, Maa Flyover.

The busiest flyover in Kolkata where a billboard-sized 80 x 30 got a makeover by putting up  a gigantic 44ft x 25ft battery featuring the Ultima range of batteries showcasing its superior  power over regular batteries in an intriguing manner turning out to be a veritable eye sore.

The installation amplified the brand's impact and awareness, resulting in the most talked  about OOH billboard & ignited conversation on social media, which helped the brand  blossom and give Kolkata some “Red”.

GroupM OOH Solutions managing director Ajay Mehta said, "We are delighted to have  executed such a remarkable campaign for Eveready and to be their partner in this campaign.  The innovative installations draw inspiration from the energy in Ultima's battery portfolio.  The creative installations are influenced by the energy found in Ultima's array of batteries.  The campaign demonstrates both technological proficiency and a commitment to long term and innovative solutions thanks to the hard work that went into the planning and  execution.”

SBU Head (Batteries & Flashlights) VP Anirban Banerjee said, “The Out of  Home Innovation has wonderfully captured the passersby attention of the revamped Ultima  battery series from the house of Eveready with smarter appeal and long-lasting power with  larger-than-life innovation. The new and improved Ultima batteries, push our boundaries,  with 400% and 800% longer-lasting performance, highly suitable for the high drain devices.  The larger-than-life batteries installation turned out to be a veritable eyesore showcasing  its superior power.”