Mumbai: IPG Mediabrands’ out-of-home agency, Rapport has created a unique campaign for real estate major Lodha Group for their ambitious township project in Palava. The agency has branded 10 Navi Mumbai Municipal Transport (NMMT) buses with the Palava vision of Live, Work, Learn and Play to create awareness about the city and showcase the true potential of the township.
Conveniently located at the economic triangle of Navi Mumbai, Kalyan and Thane, Palava is perfectly poised to be the next metropolis with easy connectivity to all the major business and infrastructure destinations. Palava has been envisioned as a family-friendly enclave that offers the best facilities of the urban life. With vast open, green spaces, state-of-the-art homes, world class education and sports facilities, walk-to-work opportunities and cultural avenues, it is a city with a myriad of c; aarthoices.
The Lodha Palava branded buses showcase the multitude options where citizens could live, work, learn and play using Palava’s many facilities. Since the OOH inventory space is evolving in Palava, NMMT buses were the finest option to showcase handpicked images that captured the spirit of the city.
Viral Oza, Chief Marketing Officer, Lodha Group said, “Palava, planned as the sister city to Mumbai, is modelled around the concept of Live-Work-Learn-Play’ comprising of premium residences, commercial towers, educational institutions, retail options and a variety of sports facilities. Virtual and visual storytelling plays an instrumental role in bringing the impact that Palava creates on one’s lifestyle by using on-location shots and real life depiction. Rapport brought their knowledge and expertise to the forefront and executed the campaign diligently in line with our expectations.”
Says Sanjeev Goyle, CEO – Rural and OOH, IPG Mediabrands, “We are extremely happy to be presented with this opportunity. Our capability lies in targeting the ever-evolving consumer by integrating data, mobile & technology along with traditional OOH in the constantly evolving media landscape and this campaign ensured we garnered the audience’s attention.”
Raza Syed, Regional Director, Rapport, added, “The agenda behind this campaign was to engage effortlessly using clutter-breaking media. This medium was selected based on the target audience of Palava. The most viable media option we saw were the full wrap AC buses of NMMT and so we took our chance. We selected routes which not only plied across the right corridor but also perfectly complimented the bus shelters.”
