Writing for Press & Poster Advertising
Client Thukral & Tagra
Brand “Q” Exhibition
Agency Eleven:43
Brief How to generate a long queue for “Q”?Most Indians are indifferent to art. They find art distant, maybe even unfriendly. A wrong that Thukral & Tagra wanted us to right for their forthcoming exhibition “Q”.Their brief to us – increase footfall by enthusing the disinterested. The usual suspects were expected to turn up anyway. The challenge was to lure people who had never engaged with art before.
Location & Scale 200 posters each were put up in Mumbai and New Delhi. Locations chosen were those frequented by the young and the well heeled. These included malls, cinemas, colleges, bookstores, corporate hubs and smoking areas.Care was taken to choose spots where the audience would have some time on their hands. For eg when waiting for a movie to start or while waiting for the car to be delivered by the valet.
Solution NOP World Culture Score Index says Indians are the most voracious readers in the world. So, we decided to draw people to art via the written word.A 5000 word story based on the theme of the exhibition was written. And dramatic 11.6 foot long posters carrying the story were put up across the city.Result – Record breaking crowds saw “Q” on view. Vogue, Mumbai Mirror & NDTV noticed and applauded.

 

Print