Adgully turns 3 | 3 innovative campaigns worth a note

As Adgully enters its third year, innovativeness is what keeps the team at the back end rolling out the best of its works. As the year has come by, innovations and activities surrounding the year have happened all over the media space. Today team Adgully chooses to pick 3 striking innovations and innovative activities that we believe will be talked about in the next couple of years as well!
It’s no secret that Bollywood today, has realized that its audience now consumes and is influenced by media in a whole new way – via the Internet. Thus the love between Bollywood and Digital, in true filmy fashion has come in all its glory with UTV Motion Pictures’ innovative gadget on YouTube for its upcoming film, Barfi! In a first of sorts, the gadget which can be accessed at allows users to meet the films lead character Ranbir Kapoor at their convenience and make him enact the many moods of Barfi! Ranbir smiles, dances, cries, loves and even flirts with the users as per their wish all in real time on their computer screens. Now that’s something new! Isn’t it? ‘The Flavour of Barfi’ brings to the audiences a chance to intermingle with the character of the film, Barfi, not by speaking to him directly, but through their keyboards. By typing a few words they can either cheer him up or witness his charm in action. Any which way, he pulls your heartstrings one keystroke at a time. The agency on board, MediaCom is one place one should look for more of such innovative activities. It also goes to show that the love affair between Bollywood and digital has just begun, in the innovative way! 
The German automotive brand Volkswagen is credited with some of the most innovative marketing initiatives in India. And that legacy continues with its latest front-page innovation. After the success of the earlier initiatives, the brand intended to communicate the ‘shiver’ that the readers will experience on reading about the new features of the Polo and Vento. The readers of Times of India, Hindustan Times and The Hindu, experienced a buzzing sensation on their fingers while the front page read “Feel the shiver of excitement?' The buzzing effect was generated through a light – sensitive chip that was attached to the last page of the papers. If one cannot forget the ‘Talking Newspaper’ in 2010 and the ‘Silver Newspaper’ in 2011, how can you forget the ‘Shivering / Vibrating Newspaper’ of 2012?! Given the strenuous economic conditions in the domain, the brand needs to be credited for taking a bet of this nature. While the social media space was littered with critical opinions about the idea; we believe that the campaign was a bi ticket one.  
If innovations were happening on the print and digital fronts, how would outdoor stay behind. With the launch of one of India's most favourite television game show Kaun Banega Crorepati's 2012 season  on Sony Entertainment Television, the innovative activities blossomed on the outdoor front. The channel rolled out a high-decibel out of home (OOH) campaign with a number of innovation-led OOH creatives along with the regular ones and a van activation, along with television campaign. All the innovations were backed by LED, backlit KBC logos and huge 3D cut-outs were used differently on each outdoor creative. Hoarding were backed by LED, where the countdown changes every day and the KBC logo is backlit., while some hoarding showcases the countdown in the middle, with backlit logos on both sides. Another innovation is a number cut-out countdown innovation, wherein huge 3D cut-outs of host of KBC, Amitabh Bachchan and the countdown number juts out from the top of the mobile van. A 'powerful show' like KBC, backed with innovativeness would only get the needed attention to set the hunt for the next crorepati rolling! | By Ankita Tanna [ankita(at)] & Aanchal Kohli [aanchal(at)]

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