NGC: Giant impact

NGC's OOH campaign uses 41 X 41 feet innovative billboard displays with large 3D images of bricks, nuts and trowels jutting out to grab eyeballs. The campaign promotes its programming line up for February.

National Geographic Channel (NGC) has rolled out an out of home (OOH) campaign across Delhi and Mumbai to promote Mega Marvels, its special programme line up for February. Various episodes of Mega Marvels focus on extraordinary construction projects including factories, dams, stadiums, bridges, buildings and monuments built around the world. The OOH campaign has been executed by Mindshare India, while the creatives are by Grey Worldwide.

NGC's campaign comprises 41 X 41 feet innovative billboards with three different creatives and a message that reads 'Mega Tools for Mega Marvels'. Each billboard showcases a large 3D image of construction elements such as bricks, trowels and nuts. The cut-outs are given a 3D effect and shown partly jutting out of the billboard. The effect brings alive the tagline for the programme line up - 'Big is small. It has to be Mega'.

The innovative billboards are placed at the Bandra flyover in Mumbai, and the flyovers at Ashram and Modi Mill in Delhi. At the Bandra flyover, the three innovations are placed one after the other to highlight the concept that a mega structure is made with the help of various common construction elements.

The OOH campaign also comprises 2D billboards that showcase images of bridges, cruise ships and dams, with messages like 'It's not a ship. It's a floating nation' and 'Think of it as the World's Biggest Genset.'

The campaign kicked off on February 6 and will continue till the end of February. Besides outdoor, the programming is being promoted through on-air and social media platforms like Facebook and Twitter.

Debarpita Banerjee, vice-president, marketing, NGC Network India and Fox International Channels, says, "Mega February brings the epic wonders of our world, so for its outdoor campaign we decided to appreciate these mega marvels and the basic tools used to create them. At National Geographic Channel, we bring programmes that stimulate young India's love for all that is larger than life and also ensure that our marketing initiatives are equally innovative to fuel curiosity for the same."