Milestone Brandcom rolls a mega budget OOH campaign for Colors' "24"

The Indian adaptation of the internationally renowned espionage series 24 starring Anil Kapoor as Anti Terrorist Unit Chief Jai Singh Rathod, launches on October 4th on COLORS.  24 takes a gigantic leap from the existing crime-thrillers on Indian television, with a unique real-time narration format providing action, thrill, suspense, drama and the exhilaration of solving a complex case in 24 hours. The media objective was to announce the launch of the series in India with a bang!

Milestone Brandcom handled media duties for the launch & executed a vast campaign across India. The campaign – targetingthe audiences between the age groups of 15-35 – was executed across 35 cities incorporating an assortment media formats. Over 1000 media touch points ensured that the length & breath of the country was plastered with 24! Besides creating impact with large format billboards at key junctions & arterial roads, the campaign reached out with an extensive media mix to the target the audience in the most efficient & effective way along with various high frequency conventional & unconventional media formats. The campaign began in Sept’13 &will continue till 6th Oct’13.

Four creative concepts have been executed for the campaign across major metros. A large bomb with a ticker and a large installation of the numbers ‘24’ were placed at Mahim Causeway, Mumbai to thrill & draw attention to the show. Billboards across the city saw large backlit installations for the numbers ‘24’ lighting up in sequence. Finally, a billboard with a Roman numeral clock shows numbers from 1-12 lighting up in sequence.

Rajesh Iyer, Head Marketing COLORS said, "24 is India's biggest espionage series. Being the only country outside the US to adapt it, our primary requirement was to highlight the show’s differentiating factor of real-time drama panning 24 hours. The brief was to bring alive the thrill of 24, create awareness and encourage the audiences to tune-in and watch the show. Milestone Brandcom has delivered a brilliant campaign from planning to execution which has brought the true essence of 24 to the spotlight."

“We have executed some great work together in the past. The brief given to us for this campaign was to maximize hype before the launch & capitalize on the show’s greatest differentiator – ‘the unique format of 24 hrs., Race against time. ‘It was thus essential for us to effectively showcase the drama, actionand thrill brought on by the show through the OOH medium” added Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.