Grey Parrot crafts innovative ‘Kala Chashma’ for Zee Cinema
In a bid to promote the World Television Premiere of Baar Baar Dekho, starring Siddharth Malhotra and Katrina Kaif, Zee Cinema undertook a series of innovative marketing initiatives. The movie premiered on January 21 at 8 pm on the channel garnering tremendous response from the viewers.
Mumbai’s Grey Parrot, an OOH, experiential and digital agency, was briefed to create certain level of excitement through outdoors before the film’s premiere on television. The objective was to create buzz around the WTP of ‘Baar Baar Dekho’ and ensure maximum viewership for the same. The party anthem – Kaala Chashma from the movie was the biggest chartbuster of 2016 and hence the best way to promote the premiere. Mutually, the idea that the video of the song ‘Kaala Chashma’ playing within the frames of sunglasses was conceptualized. A 5-day outdoor teaser campaign followed by a 5-day innovation with a life-sized Kala Chashma was carried out in Mumbai. The installation had the video of Kaala Chashma being played within the frames with the actors grooving to the beats. Certain logistical challenges involved hanging an LED screen of 220 sq.ft on a billboard. But, the final installation measuring 228 sq.ft and weighing almost 1300 kilograms was one of the biggest and heaviest hoarding in Mumbai. The entire campaign was seamlessly executed within 48 hours including sourcing, fabrication and mounting.
Grey Parrot Integrated is 1 and half year young agency with 4 branch offices and 33 satellite offices, making it one of the youngest agency with national foot print. They have worked over more than 20 brand.