Mumbai, January 27, 2025: Nila Spaces, a progressive luxury real estate company, launched an exclusive outdoor roadblock campaign in Ahmedabad. The campaign, designed by Interbrand and executed in collaboration with Times OOH, featured visuals placed at strategic locations, including major entry and exit routes and pathways leading to the concert venue.
The campaign was more than just an advertising initiative. It created a shared moment of engagement, bridging the energy of a global event with the aspirations of Ahmedabad’s urban community.
Deep Vadodaria, CEO of Nila Spaces, said, “This campaign underscores our dedication to creating bold, impactful experiences that resonate with our audience. By leveraging the scale and reach of 120 digital screens across Ahmedabad, we wanted to showcase our flagship development, Vida, while reflecting our vision of redefining urban living. The roadblock campaign allowed us to connect with our community in a dynamic way, creating meaningful touchpoints that align with our ethos of innovation and progressiveness.”
Speaking about the campaign, Ashish Mishra, CEO, Interbrand, India & South Asia, said, “Context was always everything and today topicality drives social. What it means for brands is a new approach to using media beyond traditional planning. But this works only if one can create an authentic connection for the brand and the topicality. In Nila we had the boldness and sense to do so. So, to leverage the concert frenzy and connect with the right audience for seeding current and future plans, the cool and iconoclastic wellness realty brand made an unmissable iconic move of an outdoor roadblock for its development ‘Vida’. The meaningful connection came through a subtle suggestion to live life’s every moment fully. At the celebrated event now, and at Vida apartments every day.”