Description
Our innovation in outdoor was to reject the billboard and create a living, wearable medium. We transformed discarded Coke PET bottles into thread and collaborated with traditional weavers to craft the iconic Laal Paar saree, subtly blending our bottle icon with local motifs. The true innovation was the media plan: the sarees weren't displayed; they were worn by community women during sacred Puja rituals. Each woman became a human billboard, carrying a story of sustainability and cultural respect. We didn't place an ad; we created a dynamic outdoor medium that became a revered part of the celebration.
