Music and Youth
MTV brings unique twist to concept-based outdoor marketing; creates live billboards for Ace of Space and Elovator Pitch
MUMBAI: Building on its quirk, wit and innovation, India’s No. 1 Youth Brand- MTV recently launched a clutter-breaking concept based marketing campaign for two of its latest shows, Ace of Space and Elovator Pitch. Conceptualised in house and executed by Zenith, the billboards bring to life the shows’ content theme and gives the audience a sneak-peek of what to expect when they tune-in.
Speaking about concept-based outdoors, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18said “Innovation is core to MTV and It’s a way of life for us. With both Ace of Space and Elovator Pitch, we have pushed the envelope for innovative content. Hence, for marketing these unique shows, we have built a concept-based advertising campaign and utilised the high impact medium of billboards that stand out and give a real-life slice of the show’s content.”
For the show Ace of Space, the live billboards showcase real people enacting the scenes of being trapped in a small room. Specially designed to bring alive the uniqueness of the show, the billboards went live on October 19 between 5-9 pm and 4-6pm on Sunday at a strategic location in Mumbai. The hoardings have the anchor Vikas Gupta, shrinking the room with the press of a button causing panic and mayhem amongst the contestants, much like the show ‘Ace of Space’.
The billboard for Elovator Pitch anchored by Gaelyn Mendonca makes for an interesting and thought-provoking visual as well. In line with the show’s concept where 10 boys try to woo one girl with quick creative thinking while riding a lift between two floors, the hoarding features Cyrus Sahukar in different avatars across each level. Sahukar is a visual reflection of the 10 participants who fight it out for their dream girl’s attention.
