ANTHE Rocket Campaign

Aakash National Talent Hunt Exam (ANTHE), offers scholarships of up to 100% to the students who qualify for this exam. The exam offers scholarships in the form of fee concessions to the students who register for Aakash’s learning programs to prepare for medical or engineering entrance exams. In addition to the scholarships top scorers will get the rare opportunity to visit NASA.

1. OBJECTIVE OF THE CAMPAIGN

To announce the annual national hunt campaign an extensive OoH campaign was rolled out on multiple location on billboards, bus shelters and DOOH.

However, there was a need to make this talent hunt into a buzz and a real Impact that should also resonate in social media and spread wide open. NASA all along represents space exploration and their Rocket launches. So OAP decided to use a Rocket and a Rocket Launcher in a larger-than-life manifestation.

2. CHALLENGES

Creating a simple 2D cutout would have been the simplest solution. But the effect would have been sub-optimal. Also giving the real feel of a rocket being launched with smoke and fire was never going to be easy.

3. The idea

OAP created a giant 3D real-looking rocket which was much more than human height and a rocket launcher which was 15 feet wide. With timer and count-down sound, the rocket was made to launch up, with smoke and fire emanating.
Mumbai’s iconic Bandra Band Stand with the backdrop of the ocean and clear skies was the location chosen to give a
real feel.