afaqs!

Mudra Max wraps Delhi Metro trains with Pepsi packaging

By Nandana Das , afaqs!, New Delhi | In OOH News | April 08, 2011
The OOH agency has wrapped and branded the trains of the Delhi Metro running on the Delhi Airport Metro express line, which links the Indira Gandhi International Airport metro station with the New Delhi metro station.

How would you like our men in blue staring down at you each time you board a metro? Thrilling, Isn't it? Especially, now that they are the stars of the season.

Mudra Max is fully aware of the excitement our cricketers are generating these days. And, cashing in on this cricket fever, the OOH agency has fully wrapped and branded the trains of Delhi Metro running on the Delhi Airport Metro express line, which links the Indira Gandhi International airport with the New Delhi metro station.

The entire length of the train showcases Mahendra Singh Dhoni, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli staring at passers-by and spreading PepsiCo's message 'Change The Game', the OOH campaign of Pepsi.

Talking about the brief from PepsiCo, Aditi Sethi, group account director, Mudra Max, OOH says, "We were told to do something impactful on the lines of 'Change the Game', campaign, keeping in mind the television commercial and other outdoor activities. Basically, this activity acted as the concluding event for the campaign, which was going on for the last two months. We launched it right before the India-Pakistan semi-finals, to create a larger impact. And, now that India has won the cup, I feel the impact is even greater."

The ad spends for the activity is reportedly Rs 35 lakh.

The Pepsi train branding started on March 28, and will continue till mid-April. Big Street, which is one of the official advertising right holders of the Delhi Metro, is in talks with Delhi Metro Rail Corporation (DMRC) to activate a similar branding on other lines of the Delhi Metro namely, Vishwavidyalaya station - Saket station, and Barakhamba station -- Dwarka station.

Talking about the campaign, Mandeep Malhotra, president, Mudra Max -- OOH says, "This is the first time that a metro train was wrapped by an advertiser. The impact is very high as it not only engages commuters at the stations going to the airport and returning from it, but also engages commuters on roads when the metro is travelling through the elevated corridor en route to the airport."

It is to be noted that a similar kind of branding was done by Airtel to promote its new logo for the Bengaluru Rajdhani in November last year. Though, even that was not the first time. Some two year ago, Max New York and Airtel had done the same thing.

Refuting this, Sethi says, "Yes, it's true a similar thing happened before, but the reach and impact here is much more. Rajdhani runs inter-city, but the Delhi Metro is intra-city, making it more visible to the commuters in the city."

Sethi also adds, "We wanted this kind of a campaign during the Commonwealth Games, but unfortunately, this line was not open, thus preventing us from carrying out a similar branding."

Mudra Max OOH has designed an out of home (OOH) campaign for Pepsi called 'Change The Game'. The 360-degree campaign kicked off on January 15 before the commencement of the ICC Cricket World Cup 2011, in order to promote the fever and spirit of the game.

Search Tags