Top management at Mahindra Two Wheelers launch the new Gusto in presence of media

Mahindra produces Gusto out of thin air at media launch in Mumbai

Marketing | October 17, 2014 | News

Mahindra and Mahindra Mahindra Gusto A for Pineapple Mahindra Two Wheelers

After a glamorous launch for their traders in the sand dunes of Rajasthan, Mahindra Two Wheelers’ held a national media launch for their new scooter Gusto on September 29 at Film City, Mumbai. This launch too was handled by A for Pineapple (AFP), both, conception and execution.

To give glitz and glamour to the launch, the famous Film City, Goregaon, was chosen. AFP revamped the entire hall, on the lines of the advertising campaign, which has a fun beach vibe to it.  The dull and skeletal hall was transformed from top to bottom with a staggering 15,000 sq.ft. of masking, and 10,000 sq.ft. carpeting.

“Our biggest challenge was fitting everything under one roof, a huge 80 feet stage and seven screens of different sizes and shape, multiple trussing ranging from 400 to 900 mm, media room and media counters to file stories, round table seating, and an elaborate lunch buffet set up and a huge console to run the show amongst others,” said Annu Anand, Chief Catalyst and MD, A for Pineapple.

The AFP Team transformed the venue with a new look and feel with surf boards, ring buoys and larger than life images from the advertising campaign, which added to the thrill and adventure.

The center of attention was a stunning multi-level futuristic stage, with concealed lights to highlight important areas. At the heart of the stage was a jaw dropping colossal 80 feet screen, which was especially designed for this launch. This huge screen was capable of projecting seven independent feeds simultaneously.

“To get the screen just right, no stone was left unturned. The AFP Team made and rejected several dummy models before finalizing on the design,” added Anand. 

 The launch kick started with an animation specially designed for Gusto. The launch AV was showcased using high-end, 3D mapping projection. The effect of 3D motion graphics shown on an 80 feet wide screen made it extremely realistic as though the visuals were coming towards the audience, without the aid of 3D glasses. AFP used Watch Out technology with 5 HD Barco projectors of 22,000 lumens and intelligent lights from all sides. At the end of the AV two Gustos made a grand entry when they materialized out of thin air on the multi level stage.

Breaking the stereotype of boring product presentations, the senior management did a live demo, to explain the product and its features. The launch was followed by Q&A and one-to-one media interactions which were facilitated at two zones specially created for this. 

The entire launch experience was topped with test drives for the media representatives.  Right outside the hall, several Gustos stood parked, ready for test drive.

Talking about the event and its planning process, Annu Anand, said, “It was quite a challenge, considering the tight budget and the various requirements. But the AFP Team worked round-the-clock to ensure everything was on schedule and within budget.”

The execution was done by A for Pineapple, who used Watch out technology and 3D motion graphics for effect.

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