Nila Spaces, a luxury real estate company in Mumbai, India recently launched an outdoor roadblock campaign in Ahmedabad with partners Interbrand and Times OOH.
The campaign featured visuals at strategic locations at a concert to create a shared moment of engagement with the urban community and Nila Spaces’ Vida housing development, according to a press release.
«This campaign underscores our dedication to creating bold, impactful experiences that resonate with our audience. By leveraging the scale and reach of 120 digital screens across Ahmedabad, we wanted to showcase our flagship development, Vida, while reflecting our vision of redefining urban living. The roadblock campaign allowed us to connect with our community in a dynamic way, creating meaningful touch points that align with our ethos of innovation and progressiveness,» Deep Vadodaria, CEO of Nila Spaces, said in the release.
«Context was always everything and today topicality drives social. What it means for brands is a new approach to using media beyond traditional planning. But this works only if one can create an authentic connection for the brand and the topicality. In Nila we had the boldness and sense to do so. So, to leverage the concert frenzy and connect with the right audience for seeding current and future plans, the cool and iconoclastic wellness realty brand made an unmissable iconic move of an outdoor roadblock for its development Vida. The meaningful connection came through a subtle suggestion to live life’s every moment fully. At the celebrated event now, and at Vida apartments every day,» Ashish Mishra, CEO, Interbrand, India and South Asia, said in the release.