The project was especially challenging due to stringent guidelines laid down by the Tamil Nadu government on the use of bus shelters as a communication vehicle. “Ever since the ban on billboards was implemented in Chennai and the rest of TN, the possibility of executing innovations became a thing of the past,” said Sanjay Shah, CEO, Navia India. “The immediate fallout after the ban was a steep increase in the rates of bus shelters and other available OOH mediums. To make matters worse, the Chennai Municipal Corporation issued stipulated guidelines and dimensions for the display space on bus shelters wherein there would be no cut outs and no displays on side panels. Innovations ceased to exist as advertisers and specialists were at a complete loss to even think up of something and then executing the same on a bus shelter given the municipal’s guidelines and specified dimensions.”
Essentially tapping women from middle and lower income groups, the agency worked within the guidelines and came up with an OOH campaign. “The beauty of a product lies in the product itself and thus, we decided to convert the complete bus shelter panel into a Sunfeast biscuit pack,” said Shah. “We took the measurements of the bus shelter and fabricated the biscuit pack within the dimensions specified by the municipal corporation.” said Shah.
Apart from bus shelters, a mobile van was also used to communicate the brand positioning as well as the packaging change along residential routes.