Clear Channel Mudra & Tata Housing celebrate Uttarayan
Clear Channel Mudra embarked on an innovative OOH campaign to announce Tata Housing’s entry into the Ahmedabad market
Tata Housing Development Company Ltd recently announced their foray into the Ahmedabad real estate market with a mega township in partnership with Arvind Mills. The timing of the launch was in sync with Uttarayan, which is a major highlight in the cultural calendar of Ahmedabad.
The objective for Clear Channel Mudra was to launch an innovative outdoor campaign to announce the brand’s entry into the Ahmedabad market, and create opportunities for the Uttarayan spirit to be brought out in the creative renditions. The creative message was kept simple and succinct – ‘Now Uttarayan will be Grander’.
An innovative outdoor campaign with the theme of Uttarayan was carried out at key locations across Ahmedabad. The campaign was executed using hoardings featuring cut outs of kites and a kid flying a kite, which gave a 3D effect. A life size kite string holder was fabricated and installed on a mobile van to make a connect with the festival and join in the celebrations.
Rajeeb Kumar Dash, Marketing Head, Tata Housing, said, “The timing of the unveiling of the campaign has been the most important factor, given the Amdavadi’s love for kites. The colourful layout of the hoarding captures vibrancy and energy, symbolising the spirit of people during this festive season. Our agency, Clear Channel Mudra, did a good job in coming up with these innovative ideas and executing the same to provide us the desired results.”
Arun Rogha, Group Account Director, Clear Channel Mudra, added here, “Tata Housing as a brand has many diverse offerings for various customer segments. Therefore, we consider each project as individual challenge, and the planning and strategy required is tackled on a case to case basis. The challenge was to use the OOH space to maximise the scope of pure branding, which stands out from the clutter in the market and hence, cut-outs of kites were installed on all hoardings to gain high impact and generate buzz for the upcoming launch of the mega township and celebration of Uttarayan festival.”
