Here’s media innovation at its simplest! A unique ambient idea that got Delhi’s streets drooling!
Why : Nirula’s, one of the earliest fast food chains in New Delhi, revamped their menu introducing new Indian items of which kebabs was expected to be the show stealer. Besides informing customers about this, they also wanted to reiterate the fact that though there was intense competition from McDonalds, KFC and Pizza Hut now, they were still an on-the-go food favourite.
Idea : STREETLAMP SKEWERS.
One morning New Delhi woke up to a delicious surprise in the form of a visual treat. 12 ft high streetlamps near Nirula’s outlets had turned into skewers overnight with succulent kebabs on it! They teased, slowed down traffic, made people smile and take photographs and of course had them rushing for the real stuff at the adjacent outlets.
Result : The kebabs became an instant hit and the most preferred dish at Nirula’s outscoring other dishes by 3:1. Footfalls jumped by 30%.
A skewerful of awards apart, this idea is also taught as a case study in OOH media.
Aseema, an NGO, wanted to promote the cause of educating street children. With a negligible promotional budget, the challenge was to get affluent citizens of Mumbai who are largely apathetic to this need, to take notice. If the idea strikes a chord, they would act.
The ubiquitous storm drain was transformed into an abacus! Not only did the idea get traction but it was also awarded with a WPPed Cream Silver by WPP London.