Dosa meets samosa

To promote the South Film Festival being aired on Zee cinema, MOMS, the out of home unit of Madison World, executed a 10-day long outdoor innovation across Mumbai, Delhi, Ahmedabad and Pune, with dosa and samosa.

MOMS, the outdoor unit of Madison World, rolled out an out of home (OOH) innovative campaign, in a bid to promote Zee Cinema's property 'Dosa meets Samosa', under which the channel airs movies from the South, dubbed in Hindi.

The campaign was launched at high visibility areas to gain maximum attention. To lend a southern, as well as a northern flavour to the campaign, the creative showcased two characters - one, a South Indian, and the other, a North Indian. The two characters sat on a see-saw, with the top plank designed as a dosa, and the base, a samosa. The movement was balanced with the help of a motor attached behind the hoarding.

Dipankar Sanyal, chief operating officer, MOMS, says, "Innovation is a must for every client, and for every campaign. At MOMS, we realise the importance and relevance to this, and as a team, strive to strike gold every time through every campaign and for every client."

The campaign which kicked off on December 12, 2011, was on for 10 days, and ended on December 22, 2011, across Mumbai, Delhi, Ahmedabad, and Pune. In Mumbai, the outdoor innovation was carried out at three places including the Mahim Causeway, Bandra Turner Road Junction, and the Juhu Tulip Star junction, with one site each in the rest of the cities.