Milestone Brandcom disrupts the outdoor landscape to unleash the unsettling wrath of the wrestle warriors for "Ring ka King'

Milestone Brandcom, a leading and fastest growing integrated Out-of-Home brand communications agencies in India, brings alive the aggression of the ring, with its disruptive communication ideas to promote the "Ring ka King' thriller campaign for COLORS across 70 markets in India. From stunt-based shows to captive reality, COLORS has always been at the forefront & known for its bold, courageous, disruptive & differentiated offering. Ring ka King, is a new sports entertainment reality show recently announced by COLORS, to launch on 28th Jan featuring 30 wrestlers (Indian and international).

The mandate to Milestone Brandcom was to give full justice to the thought of bringing about the exuberance of the show throughout the outdoor campaign. Hanoz Patel, Founder Member & Managing Partner at Milestone Brandcom said, "A show with such unsettling aggression of the heavy weights to reckon with like 7' tall wrestler or a 149 kg person deserved a larger than life representation. This kind of scale could not have been better depicted on any other media but outdoor, where medium becomes the message itself, as a result Milestone Brandcom devised a media plan & communication ideas both high on volume & scale."

It was thus imperative to showcase the drama, action, humour and tension that formed the backdrop for these fights to bring the action in the ring alive on the streets. Milestone Brandcom creatively extended the campaign theme for the required buzz & hype around the show with the following innovative communication ideas for the show:

- Scott Steiner tearing apart a huge billboard with his lethal blow

- Booking a double-decker billboard one on top of the other to accommodate Matt Morgan dwarfing & crushing the high rise buildings below

The OOH media plan covered 1200 media touch points spread well across a selection of large formats covering high traffic & footfalls along arterial roads and transit media & junctions. The media touchpoints comprised of ' billboards, cantilevers, unipoles, gantries, public utilities, bus shelters, bus side panels and boards inside high footfall density stations.