MTV India takes live show to a new high

MTV India tied up with Zenith OOH to promote its newly launched two reality shows named Elovator Pitch and Ace of Space in the outdoor with an extraordinary twist. The agency has created striking innovations giving a sneak peak of the show in lively manner. The first innovation crafted for Elovator Pitch was executed on an Andheri Regency billboard where an elevator was built with an LED screen inside and a door that opened and closed. The LED screen displayed different images of the show’s host Cyrus Sahukar when the door opened and closed. This was on for a week’s time.

The second innovation Ace of Space showcased a room with a few people inside and the size of the room would gradually decrease. This was brought alive on an Andheri Chitrakoot billboard. An artificial room on the billboard was built and with three people on it; the moving doors depicted the shrinking of space over a 10 day duration. Commenting on the campaign, Yash Gala, Director, Zenith OOH said, “Innovation is an exceptional way to interact and engage with audiences. Something that can be quite exciting when done on the outdoor platform. These innovations were quite exciting and at the same time challenging to execute while considering the limitations of OOH. Both the innovations had their own set of challenges varying from managing actual people on a billboard to ensuring a perfect sync between a digital LED display and a motorised movement. The executions were carried out brilliantly by the whole team”.

There were some challenges in the execution, such as, the synchronisation of the elevator door, but eventually all of the issues were addressed in time.