Big Street Innovates for ‘Luv Ka The End' Launch

RBNL’s Big Street, always one step ahead of others in OOH innovation, has created a stunningly high visibility creative for the launch of Yashraj’s Y- Film’s first movie ‘Love Ka The End’ launching on May 6th. Conceptualized entirely by Big Street, this innovation is completely in tandem with the attitude of Y-Films of “delivering kickass films of the youth, by the youth and for the youth”.

The 16 X 8 feet Dome Panel at Rajiv Chowk with the cut-outs of the ‘cool chick’ holding the rope of a tied-up guy hanging upside down certainly grabs the attention of commuters passing through the station. The creative reflects the dynamic, vibrant youth culture challenging the norm and detonating boundaries. This campaign from May 1-8 by Y-films at Rajiv Chowk Station as well as panels on lines 2 and 3 of the Delhi Metro, is part of Yashraj’s aggressive marketing campaign to launch its youth films studio – Y-Films, where they plan to give the youth a creative outlet and voice that will entertain and unite on film and beyond

This creative, that was first printed on self adhesive vinyl and pasted on a sun-board and then cut-out in the shape of the male and female leads of the movie, is truly clutter breaking reaching out to the desired TG. Strategically located at Rajiv Chowk Station that handles more than 20 lakh passengers per month, it is an ideal place to be seen. Rajiv Chowk Station located on the Delhi Metro’s Blue and Yellow Lines, is a transfer station between the Blue Line on the upper level and the Yellow Line on the lower level making it one of the busiest stations on the network, serving Connaught Place in the heart of Delhi, which is a commercial hub of the capital with many businesses and important buildings, restaurants and cinemas are situated just outside the station.

Rabe Iyer, Business Head of RBNL’s Big Street and Big Live says, “This innovation capturing the concept that Y- films desires to project, ensures top of mind recall due to its strategic location and the high impact creative reaching a captive audience with a high dwell time. We are sure that this will certainly help the brand to create awareness and visibility.”

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