To develop an outdoor idea that can recreate a viewer's experience of how ads can ruin movies.

SOLUTION: We decided to recreate the sore experience of ads cluttering movies, in outdoor too. So we made up an outdoor plan that insisted on billboards that were obstructed by other billboards. By virtue of their obstructed view, these billboards cost next to nothing. We used the widely loved movie posters of the top two highest ever grossing blockbusters – Bahubali and PK, to create an outdoor innovation. These movie posters were installed on these partially hidden billboards and the resulting ad-filled sight highlighted Sony Liv’s message, ‘Don’t let ads ruin your movie.’

Results: Enquiries about Sony Liv’s ‘ad-free’ feature have steadily been on the rise since the release.