Drunken Direction Signs

'First Floor Bar and Restaurant' is a little known beer bar located in Asia's largest IT hub, Nehru Place, New Delhi, India. They approached to Mccann Ericson India with their problem of not being able to attract too many customers to the bar - their presence getting lost amongst the millions of electronic shops and signboards around. So the people at Mccann Ericson India came up with an unique SOLUTION :).

The response to this quirky activation-al experiment was overwhelming. The bar reported a 62% increase in footfall in a fortnight! In a country where experimental advertising is only coming to age, the success of this activation is hopefully going to convince many more clients to experiment with fresh and fun alternative techniques of advertising.


Advertised brand:First Floor Bar and Restaurant
Advert title(s): Drunken Directional Signs
Advertising Agency: Mccann Ericson India Pvt. Ltd., New Delhi, India
National Creative Director: Prasoon Joshi
Executive Creative Director: Ashish Chakravarty
Creative directors: Tirtha Ghose, Nakul Sharma
Art Director: Partha Sengupta
Copywriters: Annie Napolean
Photographer: Biplob Sardar