OBJECTIVE
Pink, the movie, is a landmark film which raises the critical issue of women’s empowerment in India.
Star Gold wanted to promote it’s TV premiere with a campaign that would convey the magnitude of the issue raised by the film through it’s scale and visibility.
The media choice was outdoor ambient and the requirement was magnitude and impact.
SOLUTION
We used Projection Mapping and Lighting Effects to turn landmarks across Mumbai pink!
Notably, the iconic residence of Amitabh Bachchan, who starred in the film, was also turned pink.
IMPACT
The highlight of the campaign was Amitabh Bachchan’s Tweet, appreciating the campaign.
Over 16 lakh people across the city witnessed the campaign.
Social Media amplified it to another few lakh people.
There was extensive coverage by the press and electronic media.
The TV movie premiere was one of the most successful in the history of Indian TV.
