L’Oréal Paris has rolled out a CGI Out-of-Home (OOH) campaign, 'See Life in Panorama', featuring global media personality Kendall Jenner for the launch of its Panorama Mascara in India.

Conceptualised and executed by Posterscope, the CGI campaign is prominently displayed on a cluster of city billboards such as Mumbai’s Bandra Turner Road. It will also be featured on other physical billboards in the city in prominent locations, including Worli Sea Link, Juhu Tara Road, and Goregaon West.

The CGI concept integrates traditional billboards with digital amplification, leaving viewers to ponder, ‘Was it real?’. The campaign emphasises the product’s ability to volumise every lash for a dynamic look.

Dario Zizzi, general manager, L'Oréal Paris India said, “We are thrilled to unveil this innovative OOH campaign to launch the gold-star Panorama Mascara in India. Panorama Mascara, all wrapped in its glossy gold packaging is here to give a luxurious experience to all our consumers, with every coat. With the launch of this campaign, we aim to set new benchmarks for product and marketing innovation because we believe - you’re worth it!”

Imtiyaz Vilatra, managing director, Posterscope added, "We are thrilled to partner with L’Oréal Paris to bring this innovative campaign to life. Leveraging CGI in OOH has proven to be revolutionary, showcasing how we can achieve compelling storytelling through cluster branding and cutting-edge technological innovation. This seamless blend of digital and physical elements not only amplifies visual appeal but also delivers an unforgettable experience for our audience.”

What we think of it: The eye-popping and traffic-stopping CGI integration within the traditional billboard makes the ad literally come alive for the onlooker, making for an impactful outdoor campaign.