Mumbai : Platinum Outdoor, the OOH arm of Madison World has just completed a country wide execution of Brand Idea’s 4G Campaign India ka Live Network. The campaign is based on the insight that public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?”
Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in the public glare. Jumping traffic lights, throwing garbage from car windows on the road, smoking in public areas are a few common examples of improper public conduct and behaviour. But as soon as people realise that a traffic police or the concerned authority is around, or public is watching, they immediately tend to change their behaviour. Given this insight and the growing popularity of online videos, Idea wanted to use the power of Live video not just for entertainment but also to bring a societal change. We took this insight forward and executed it in the OOH space too.
‘Idea 4G-India ka Live Network’ campaign is demonstrating how people can use the power of Idea 4G to tackle bad behaviour observed in everyday situations that we come across in our city such as unprofessionalism in office or littering the streets and beaches. Concerned citizens usually find themselves helpless in these situations and continue to walk away from the situation, but now with Idea 4G they have the power to transform such seemingly helpless situations through the power of ‘LIVE video’.
Whilst the OOH campaign was executed across various circles, some noteworthy innovations are mentioned below.
In Kolkata, at EM Bypass, Platinum Outdoor installed an innovative outdoor LED hoarding with an in-built camera, to capture live footage of road traffic, with the message “Overspeeding par Break Lagao, India dekh raha hai Live”.
In Indore, at Vijaynagar square, a hoarding was fit with a dummy CCTV camera with a rotator, giving an impression that ‘India is watching Live’. The message on the hoarding said, “Signal todne se pehle soch lo, India dekh raha hai LIVE”.
In Lucknow, near Samta Moolak Chowk, Gomti Nagar, an innovative outdoor hoarding was designed with a large cut out of a smartphone, with a rotator camera like object to drive the message to the audience. The message on the hoarding read, “Over speeding par lagao brake, India dekh raha hai LIVE”.
In Chennai, at a Egmore Railway Station, Platinum Outdoor installed an innovative LED hoarding with an in-built camera, to capture live footage of people entering the station with the message – “TTR (TC) may or may not be watching. India is watching LIVE”.
In Gwalior, at Gurudwara DD mall, we designed an innovative outdoor LED hoarding with an in-built camera, to capture live footage of the road traffic with the message “Signal todne se pehle soch lo, India dekh raha hai LIVE”.
At the campaign launch held earlier, Sashi Shankar, CMO, Vodafone Idea Ltd. said, “The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”
Says Dipankar Sanyal, CEO, Platinum Outdoor, “We are glad that Brand Idea chose us to handle this prestigious campaign across the country. We tried to bring out the essence of the campaign through the Outdoor medium and the execution has been great”.
Madison OOH has won several awards recently including 3 Gold, 2 Silver and 2 Bronze metals at E4M Neon Awards 2019. Last year, at Outdoor Advertising Awards 2018, Madison OOH was awarded the outdoor Media Agency of the Year and Outdoor Creative Agency of the Year based on the total number of awards won.
Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist – Madison Turnt, Rural specialist – Anugrah Madison and MRP. Madison OOH group handles marquee clients like Asian Paints, Tata Motors, ITC, Raymond, Samsung, Vodafone Idea, Kotak, NACO, Viacom 18 and Marico amongst many others