Minions make waves at Marine Drive

Active Media Innovations turned Mumbai's Marine Drive into Minions Street to promote the NBC Universal movie.

Minions have a special place in the hearts and minds of kids as well as adults. To bring these adorable characters closer to viewers, NBC Universal, along with Active Media Innovations, turned Mumbai's Marine Drive into Minions Street. A canopy, with different minion characters, stood waiting for people to come and watch them, in addition to getting clicked with them.

Talking about the idea behind this campaign, Emraan Kureshi, founder and managing director, Active Media Innovations, says, "The brief given to us by the client was to do something outstanding in out-of-home advertising that should also be eye-catching. While billboards of any kind usually do not catch the attention of passers-by, something like creating a replica of a popular character gets more attention."

Continuing further, Kureshi shares, "Our objective was to create some kind of innovation while still making noise for Minions. Hence, we came up with the concept of Minions Street at Marine Drive that is a high street of Mumbai and sees huge footfalls every day."

The campaign was targetted at kids and adults who throng the popular hangout for walks in the evenings. People getting clicked with the minions and sharing their photos on social media via WhatsApp, Twitter, Facebook and Instagram was the brand engagement motive, besides the canopy serving as a utility object for people, considering the monsoon season. The campaign went on for two days and has also been executed at Mahim Causeway in Mumbai, besides Gurgaon and Saket in Delhi/NCR.

The activity became quite a hit among the social media savvy population. Besides, the soothing view of the sea at Marine Drive helped visitors relax and have fun simultaneously.