Sprite Express (Delhi Metro Tunnel)

Brand: Sprite

Agency: Encyclomedia Networks

I heard about this concept almost an year back and thought it was a bit too costly to implement. But a few days back I got a call from a friend of mine in Delhi who told me about it. Ive been trying to get some detail to it and finally got some useful stuff.

As part of the outdoor campaign, the tunnel of the Delhi Metro Rail Corporation (DMRC) from Kashmere Gate to Chandni Chowk has been used for executing a transit innovation.This is an animation film split into 280 frames. As the train enters the tunnel, the ad display box in the tunnel senses the speed, acceleration and de-acceleration of the train. Microprocessors control the illumination of each box on which the ad is mounted and it is lit for a fraction of a second as the train zips by. The boxes are lit exactly when a passenger window is perfectly aligned to it.

What you see here is the complete video as seen by any passenger inside the metro rail viewing outside the window, but actually these are 280 frames of still photographs that make the complete video, something like the flip book in taare zameen par!!!

Now that's innovative marketing :)

PS: There is no audio as its just a visual advertisement!!!