New Delhi, 07th November 2024 Vida by Nila Spaces has unveiled India’s first-ever carbon-neutral development, celebrating this milestone through a unique and immersive Digital Out-of-Home (DOOH) campaign during Gujarat’s largest festival, Navratri. The campaign utilised 102 LED screens strategically positioned across Ahmedabad, highlighting Vida’s commitment to sustainability and innovation, and positioning the brand as a leader in environmentally conscious urban development.
Spanning 10 days, the campaign employed prime LED locations in a strategic roadblock format, exclusively featuring Vida’s branding from 11 PM to 1 AM each night of the festival. This extended display period was intentionally designed to engage the post-garba crowds – families and friends enjoying late-night festivities, food, and celebrations. The roadblock effect ensured that Vida’s message resonated strongly within Gujarat’s vibrant community, which gathers outdoors in large numbers during Navratri.
“The exclusive roadblock during Navratri provided the ideal platform to announce our journey toward carbon neutrality,” said Mr. Deep Vadodaria, Director of Vida by Nila Spaces. “It was essential to convey this message at a time when the streets of Ahmedabad are alive with celebration, and Times OOH’s visibility and reach were a perfect match.”
The DOOH network facilitated seamless delivery of an environmentally responsible message using sustainable, flexible digital formats. This campaign marks the first time an exclusive late-night slot innovation has been implemented on DOOH screens; a feat not achievable with traditional static billboards.
“This campaign represents a historic moment for Navratri festivities on DOOH screens,” stated Sumit Chadha, Business Head – Airport & City Media, Times OOH. “Such an impactful and flexible activation wouldn’t be possible with regular outdoor media, where the challenges of timely mounting and demounting arise. DOOH allows us to maintain regular campaigns while meeting unique client requirements.”
The campaign was directly managed between Vida by Nila Spaces and Times OOH. By merging sustainability with high visibility, Vida has set new standards for environmentally conscious real estate development, marked by its carbon-neutral status and the platinum precertification of its structures.
This initiative reaffirms Vida’s vision for sustainable urban spaces and demonstrates how DOOH technology can deliver innovative, occasion-specific impact to consumers.
Times OOH offers comprehensive media solutions across airports, metro stations, and street furniture in India and Mauritius.
