Clear Channel Mudra & Tata Housing celebrate Uttarayan

18 Jan,2012

By A Correspondent


Tata Housing Development Company Limited, recently announced their foray into the Ahmedabad real estate market with a mega township in partnership with Arvind Mills. As is the norm inGujarat, with respect to new developments and acquisitions, the timing of the launch was in sync with Uttarayan, which is a major highlight in the cultural calendar of Ahmedabad.


The objective for Clear Channel Mudra was to launch an innovative outdoor campaign to announce the brand’s entry into the Ahmedabad market, and create opportunities for the Uttarayan spirit to be brought out in the creative renditions.

Fittingly, the creative message was kept simple and succinct – Now Uttarayan will be Grander!!


An innovative outdoor campaign with the theme of Uttarayan, was carried out at key locations acrossAhmadabad. The campaign was executed using hoardings that were creatively fabricated in key locations to give 3D effect. Cut outs of Kites and a Kid Flying the kite were installed on Hoardings to give a 3D effect. A life-size kite string holder was fabricated and installed on a mobile van to make a connect with the festival and join in the celebration.


The launch concept was meant to highlight the excitement of millions of kite enthusiasts’ who pitch themselves on their rooftops, sending up waves of flying kites which overwhelm an otherwise deep blue sky. Through this campaign, Tata Housing joined in the celebrations, adding to the excitement and build-up to the festival.


Rajeeb Kumar Dash, Marketing Head, Tata Housing, said: “The timing of the unveiling of the campaign has been the most important factor, given the Amdavadi’s love for kites. The colourful layout of the hoarding captures its vibrancy and energy, symbolizing the spirit of people during this festive season. Clear Channel Mudra did a good job in coming up with these innovative ideas and executing the same to provide us the desired results.”


Arun Rogha, Group Account Director – Clear Channel Mudra, said: “Tata Housing as a brand has many diverse offerings for various customer segments. Therefore, we consider each project as individual challenge, and the planning and strategy required is tackled on a case to case basis. The challenge was to use the OOH space to maximize the scope of pure branding which stands out from the clutter in the market and hence cut-outs of kites were installed on hoardings to gain high impact and generate buzz for the upcoming launch of theMegaTownshipand celebration of Uttarayan.”


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