Reliance Digital lets people 'boot up' their lives

The digital accessories and consumer durables brand created 'laptop benches' on Worli Sea Face to promote its laptop festival.

To announce special offers in its stores across the country, Reliance Digital launched an outdoor campaign in Mumbai's Worli Sea Face.

Active Media Innovations created ambient installations to convey the details of the ongoing 'Laptop Festival' at Reliance Digital. During the offer days, customers who bought a laptop from Reliance Digital also got free products worth Rs. 10,000.

The 'Boot-Up Your Life' campaign saw several benches being installed in Worli Sea Face, Mumbai, on June 20 and 21. The benches were made to look like open laptops. Apart from informing people about the offers at the store, the installations also let passers-by sit and relax, and thereby 'boot up' their lives in a refreshing way.

"We wanted to make it unique, instead of just running an ad saying 'we have this and that offer'. The installations were made and set up in Worli Sea Face, where a lot of young people come to spend their weekends. It was also convenient because one of the Reliance Digital stores is located quite close to the venue at Prabhadevi," says Emraan Kureshi, founder, Active Media Innovations.

The agency is currently in talks to extend the campaign to other footfall-heavy locations in Mumbai. It becomes especially important since a lot of the consumers for laptops are young college-goers.

Reliance Digital has around 1,200 stores across the country.

Active Media Innovations has incorporated augmented reality, interactive billboards, outdoor advertising, interactive marketing, intelligent product displays, special effects photo kiosks and interactive virtual worlds for clients such as McDonald's, Viacom18, Unilever, Fox Star Studios and Converse.