CLEAN, HEALTHY URBAN LIVING

Client: Nirmal Lifestyle Ltd.

Exhibition: MCHI 2014, Mumbai
Venue: MMRDA Grounds, BKC, Mumbai
Size: 90 sqm


Create an immersive, engaging experience to promote the features of Nirmal Lifestyle's new residential property among its target audience.

Solutions

We decided to translate Nirmal Lifestyle's brand proposition into an opportunity that connected with the brand's core ideology. We innovated a cycling competition within the booth floor space. We used gym cycles and a video screen and placed both at each end of 'racing tracks'. The movement was detected with the help a dynamo, sensors and running lights. Visitors played against each other in a race to the finish line with the fastest winning a prize. We kept the rules simple, ensuring that many could participate.
This experience helped endorse the image of Nirmal Lifestyle as a real estate company that cared for the health of its residents. Our work was awarded by the organiser in the "Best Innovative Marketing" category.

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