RoshanSpace Brandcom, which bills itself as an OOH, communications and advertising agency, has unveiled phase two of its ‘Billboard Talking’ campaign across Mumbai. The campaign is aimed at positioning billboards as an interactive and dynamic medium of communication. Each billboard aims to convey a message about the power of OOH.
In phase one beginning 11 September 2013, the agency ran a teaser featuring one-liners and numbers on 54 sites across Mumbai.
Phase two was launched 4 December, with messages placed at 47 sites. The reveal campaign underlines the value of OOH. The messages have also been contextualised, with a billboard near Jaslok Hospital reading: ‘Absolutely, positively, no honking here!’
The campaign looks to also address societal issues like drunken driving and pushes for a clean environment.
The ‘Billboard Talking’ promoting OOH is pushed through messages like, ‘Sorry TV! People look at me for 1295955 seconds more’ and ‘Sorry Print! I win by 743200 square cm’.
View the billboards here.
RoshanSpace is also looking to engage audience by inviting ideas on what the next billboard should read. One can see billboards stating ‘Ideas Welcome!’ that imply that people can post their suggestions on RoshanSpace’s Facebook page. The idea with the maximum votes will go up on a billboard in Mumbai as a part of the campaign.
On the initiative, Junaid Kader Shaikh, managing director, RoshanSpace, said, “With the second phase of the Billboard Talking campaign, we want to highlight the evolution of billboards from a simple medium of advertising to being an integral part of society. The billboard has always been perceived as a silent observer but is now changing this perception by connecting directly with its audience and igniting their minds through its topical and humorous messages at key touch points.”
The billboards can be seen in the areas of Worli, Mahim, Prabhadevi, Peddar Road, Juhu, King’s Circle, Dadar Tilak Bridge, Cadell Road and Haji Ali, among others.