Mumbai: Brandscope India, the Out of home agency Dentsu Aegis Network, has partnered with television broadcaster Zee TV to announce the world television premier of the Amir Khan-starrer and super blockbuster Dangal.
The movie, which has collected more than Rs. 1000 crores worldwide post its release in China, will premiere on television on May 21, 2017. As part of the partnership, Brandscope India has designed and crafted multiple innovations to announce the launch.
As an industry-first initiative, the agency has replicated the movie poster with Sand-Art on the Versova beach, Mumbai. The Sand-Art is created by none other than Sudarshan Pattnaik, the Padmashri recipient the state of Odisha. Recently he also entered the Guinness World Record for building world’s tallest sandcastle.
In a first of its kind initiative, the agency has converted multiple bus shelters into wrestling rings (Akhada), bringing to life the wrestling rings depicted in the movie Dangal.
Additionaly the agency has also undertaken innovations on billboards such as the Wall of Fame (the wall which showcases the trophies and wins of the Phogat sisters in the movie) and the Olympic medal being showcased on billboards.
The agency has also created the iconic wrestling move the last scene of the movie which fetched Geeta Phogat the much needed 5 points to win the Olympic medal for the country. The billboard has been split into two to showcase the move. Truly the agency thought beyond the billboards for a movie that went beyond popular cinematic norms to become such a huge success.