I was driving down Cunningham Road last week and suddenly saw a large hoarding with a huge 3D model of a laptop. I hit the brakes and heard a squeal of tyres behind me. Oops ! Sorry ! Got to check this out.

I had heard on Radio Indigo about promotions for Lenovo’s new laptop and here it was : larger than life. Lenovo 3000 Y 410 – the laptop with an Audio DJ feature.

There was a staircase near the hoarding and I clambered up to discover that Radio Indigo had actually set up a live feed studio, 20 feet high – right behind the monitor of the 3D laptop. From a synergy point of view, two big names in technology and music, got together to give Bangalore a whole new dimension. An idea that pushed the magic of FM to new heights.

As an advertising professional, I have tracked “outdoor” for years, from a creative point of view. We’ve had cutouts, flip-arounds, unusual sizes, neon signs … but this was an absolute first in terms of going beyond the brief. Just the 3D model of the laptop was unique in itself, but the live feed combined with the promotions was the “real big idea”.

The event had RJs Malavika, Meghana, Ayesha and Rohit Barker hosting their shows live, from 7 am to 8 pm for one whole week. The team also got one-to-one with the people who stopped by for responses, reactions, feedback and promo participation.

Other highlights at this promotion were games for visitors, lots of Lenovo goodies and the grand prize of a Lenovo Audio DJ laptop. This was eventually won by Neha Chaudhary, a 24-year-old fashion accessory designer from Bangalore.

The studio was located behind behind that little window on the monitor

Daytrippin with RJ Meghana

RJ Malavika (left) with Neha Chaudhary (winner of the Lenovo Audio DJ laptop)

Voices from down under – at ground level