Traffic Stopper

Jaideep Grewal, marketing manager, Channel V, attributes this creativity to making the best of lack of time and money. He says, We had to make an impact with minimum expenditure. The TVs were provided by the sponsor Videocon, a local cable operator was roped in to provide the connection, the sofa was a leftover from a trade show and the guy on top was an employee. Our basic objective was to get talked about and create hype, which it has done very successfully. Channel V did not spend more than Rs 55,000 for the whole effort, including among others rental charges for the prime site, salary to the employee on the sofa and security at the site. This in-house idea won them an award from Aaren for creativity using outdoor media.