James Cameron’s latest baby ‘Avatar’ has gripped everybody with its dazzling special effects. The promotional activities in India began in full swing in India from November 18, 2009. Most of the promotion constituted the outdoor media which was executed by Zenith Outdoors.
Speaking about the outdoor campaign, Yash Gala, MD, Zenith Outdoors Pvt Ltd, said, “The ‘Avatar’ campaign started off with a unique activity on LCD screens. Hundreds of LCD and TV screens in all Vijay Sales outlets nationally began playing exclusive ‘Avatar’ footage 45 days before the movie’s launch. This exclusive footage was shown only in select cinemas worldwide and in all Vijay Sales outlets across India and was not available on either television or the Internet. Witnesses to this were the lakhs of footfalls that Vijay Sales receives. The ‘Avatar’ promo was the only footage to be played on all the televisions all around the stores. A survey conducted at the stores indicated a phenomenal recall value.”
“Taking the campaign into its next phase, Zenith Outdoors planned three innovations at prominent locations in Mumbai like Mahim Causeway, Cadell Road and the movie district of Andheri Link Road,” he added.
Said Gala, “At Mahim Causeway, massive cutouts of the protagonist of the film in his two ‘avatars’ was adorned by a soothing blue halo created by innovative lighting, signifying the environment within the movie. In the movie, the land of Pandora lights up into beautiful soothing colours at night. The billboard is an attempt to recreate that ambience. The concept was to showcase the special effects, which are the highlight of the movie. The ‘Avatar’ lettering on this billboard is of a special material, which gives it a radiant glow in the nighttime.”