Sky Battles on the Ground

A JUXTAPOSITION OF 2 ARCH RIVALS ...

AND...JET CHANGES ITS CREATIVE....ON 20TH APRIL 07

KINGFISHER COMES UP WITH A CHEEKY COUNTER COPY ON 21 APR 11.30 AM !

JET GETS ON THE DEFENSIVE MODE & CHANGES ITS CREATIVE ON 23 APR 07

KINGFISHER CONTINUES THE CHASE..

Portland Team: Reshmy Warrier & Prakash Upadhyaya

Survey: 70 nos.

Respondent Profile: 18-35 Years, From Outside the Ad Industry, Resident of Mumbai
•72% of respondents / 50 people have heard of the billboard war before the survey.
•The most common source has been via Mail Forward (66.6%)
•41% believed that the Advertising Rocked! While around 29% felt it was not in the right spirit. Another 12% found it unethical and 12% found it to be funny.
•57% of the Respondents / 40 people did not believe that KFA had made JA change
•93 % of the Respondents / 65 people found Outdoor Advertising as an effective Medium

Express Yourself !

Airtel was the official partner of Kaun Banega Crorepati. The brand therefore saw a blend of interests when its brand ambassador, Shah Rukh Khan was given the opportunity to host this popular show. Portland India came up with this Double sided Display to show case the balance between Airtel & Airtel’s brand ambassador’s association with the television show. Shah Rukh's one hand held the Crorepati coin and the other held the Airtel mobile. The Crorepati coin rotated adding on to the captivating power of the display. The creative was also adapted on to hoardings with some modifications as part of the Airtel Kaun Banega Crorepati campaign.

Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 25 Jan 07

Airtel announced the launch of ‘Airtel SongCatcher’ – India’s first instant music on mobile. This innovative service completely transformed the way mobile users could download songs of their choice. Airtel wanted to showcase the Songcatcher in a realistic sense. Portland India found this opportunity by transforming the display space to a loudspeaker pole with a young guy perched to catch the music. The Agency innovatively painted the back of the cut out on either side with the colour black. This gave it a shadow effect in the day and it merged with the background at night. As a massive ‘3d-like’ Cut out on a Loudspeaker Pole, this Catcher not only caught his song but also the attention of those who traveled past.

Portland Team: Reshmy Warrier, Prakash Upadhyaya

Start Date: 21 Dec 06 Smart Sleek Small Stylish is the tag line of the new Blackberry Pearl by Airtel. Being the first to launch this new phone, Airtel wanted the launch of this model to be anything but Small. A true to life looking mammoth two-faced Back lit replica model of the Blackberry phone surfaced on Mahim Causeway Mumbai. It was 18 feet in height and weighed 70 kilos. The Agency (Portland) managed to rotate the piece 360 degrees round the clock.
Portland Team: Reshmy Warrier, Prakash Upadhyaya
Start Date: 14 Feb 07