Kinetic Worldwide, GroupM’s Out-of-Home advertising unit create a first of its kind 3D anamorphic illusion for Thums Up, to celebrate India’s 75 years of Independence. This is first ever 3D OOH innovation for a FMCG brand. The OOH media is an extension & integral part of Thums Up #HarHaathToofan campaign celebrating the people & moments who have built & shaped the nation.
The anamorphic illusion narrates four themes – India attaining Independence in 1947, India’s 1st satellite launched in 1975, India lifts 1st world cup in 1983 and Nikhat Zareen World Boxing Champion 2022. The entire campaign was showcased on a huge L shaped LED of 80 Ft W X 20 Ft H at Garuda Mall, Bengaluru.
Ajay Mehta, MD – Kinetic India said, “We at Kinetic are focused on constantly innovating the OOH advertising game and our first of a kind campaign for Thums Up with a 3D anarmophic illusion was a big hit in Bengaluru. Our teams along with our fellow WPP agencies MediaCom and Ogilvy worked in collaboration to create wonders for Thums Up and brought to life this high impact frequency installation. It is a delight for us to have Thums Up’s imagination come alive and we strive to continue designing such impactful brand experiences via the art of OOH advertising.”
Talking about this initiative, Sumeli Chatterjee, Head – Integrated Marketing Experiences, Coca Cola India & Southwest Asia said, “#HarHaathToofan is a very special campaign built on Thums Up’s #PalatDe platform, that salutes the hands that are building the future of our country. Celebrating India’s 75 years of Independence, we are extremely excited to partner with team Kinetic on the 3D OOH innovation. Our heartfelt thanks to team OpenX at WPP to translate the campaign seamlessly into this immersive and gripping 3D anamorphic display.”
In adherence to the local bylaws of the OOH rules in Karnataka, the last frame was translated in Kannada as well as English.
