Message in a Samosa

The DTH player has launched an OOH initiative in Maharashtra to spread awareness about how inexpensive its service is.

The DTH player, Tata Sky, has put up three 60X20-ft billboards in Pune, Nagpur and Thane to spread awareness about the easy availability of the DTH network.

The message on the billboard mentions that the daily cost of using Tata Sky is less than the cost of a samosa.

The innovation included mounting a 16X16 ft samosa weighing around 150 kg on the billboard that was painted blue in accordance with the brand's colour. After the client gave its approval to the creatives designed by Ogilvy, the onground agency, Endeavour Media Management designed the outer layer of the artificial samosa using acrylic. The Samosa was completely filled from inside to add weight.

The first design was perfectly shaped but to give it a normal look of a samosa, which has an uneven surface, the agency had to kick the design in several times.

The agency created three such samosa's which have been attached to billboard with the help of huge pins. The billboards have been given extra steel piping so that it can take the weight of the samosa. The agency has assigned people to take care of the innovation at all the three locations. The sites for the innovation belongs to Milestone Brandcom.

Rajesh Grover, managing and creative head, Endeavour Media Management says, "The important aspect for the agency was to ensure that the Samosa looks real to the people and is visible from far away. It took us two weeks to complete the design and put it across."

Tata Sky is one of the key players of the DTH industry in India that includes Videocon, Sun TV, Dish TV, Airtel and others. Incorporated in 2004, Tata Sky is a joint venture between the Tata Group and Star. It offers consumers a wide range of channels under different packages and schemes.

Endeavour Media Management was founded in 1999, and offers services in art, designing, printing, advertising with specific focus on OOH and malls, multiplexes and cinema.