Platinum Outdoor Creates Cross-Media Innovation In Mumbai For Tata Motor’s Tiago

by  Shantanu Jain Marketing | June 10, 2016 | News in Brief

Tata Motors Madison World

Madison Outdoor’s unit, Platinum Outdoor recently created a cross-media innovation combining the power of experiential and OOH for TIAGO, the new hatchback from Tata Motors. After its launch in OOH a few months ago, the agency now put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai. 

The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding has been erected on a heavy traffic route of Western Express Highway in Bandra.

The Platinum Outdoor team reveals that executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.

Dipankar Sanyal, CEO, Platinum Outdoor says, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.