GroupM, Eveready Batteries Partner To Electrify Kolkata With Innovative OOH Installation

GroupM collaborated with Eveready Industries India to introduce a striking visual display on Kolkata's Maa Flyover. The installation showcases Eveready Ultima alkaline batteries highlighting their superior power over regular batteries in an eye-catching manner. Standing at 44ft x 25ft, the larger-than-life battery aims to capture the attention of passersby on one of Kolkata's busiest flyovers.

Anirban Banerjee Vice President & SBU Head (Batteries & Flashlights), said, “The Out of Home Innovation has wonderfully captured the passersby attention of the revamped Ultima battery series from the house of Eveready with smarter appeal and long-lasting power with larger-than-life innovation. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The larger-than-life batteries installation turned out to be a veritable eyesore showcasing its superior power.”

The installation heightened brand awareness, sparking social media conversations about the OOH billboard contributing to the brand's growth and leaving a lasting impression on Kolkata.

Ajay Mehta, Managing Director, GroupM OOH Solutions stated, "We are delighted to have executed such a remarkable campaign for Eveready and to be their partner in this campaign. The innovative installations draw inspiration from the energy in Ultima's battery portfolio. The creative installations are influenced by the energy found in Ultima's array of batteries. The campaign demonstrates both technological proficiency and a commitment to long-term and innovative solutions thanks to the hard work that went into the planning and execution.”