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Mudra Max, Big Street, create facade for ReeFlex

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | October 03, 2011
Big Street, which holds the advertising rights to the display media in the Delhi Airport Metro Express stations, proposed the branding of the Dhaula Kuan Airport Metro Station's facade. Subsequent to the approval of the concept by Reebok, Mudra Max completed the execution, branding the mid-portion of the facade.

In a bid to promote ReeFlex, the latest offering from the Reebok stable, the out of home (OOH) agencies Big Street and Mudra Max have created an OOH display on the facade of the Dhaula Kuan Airport Metro Station.

Big Street, which holds the advertising rights to the display media in the Delhi Airport Metro Express stations, proposed the branding of the Dhaula Kuan Airport Metro Station's facade -- an enormous glass structure overlooking the NH8 stretch. Subsequent to the approval of the concept by Reebok, Mudra Max completed the execution, branding the mid-portion of the facade, a huge area of about 8,602 sq ft.

Since the canvas itself was a building, high quality one-way contra vision from 3M was used. This hat was unobtrusive to metro passengers inside the station, but left an impact on motorists and pedestrians on the road.

The ongoing outdoor activity has created a huge buzz, with people reducing the speed of their vehicles to look at the giant display in awe. The impact of the communication has been compounded by the fact that the station is opposite a traffic light. This has ensured a captive audience for a good two-five minutes.

Commenting on the campaign, Rabe Iyer, executive vice-president, RBNL, and business head, Big Street and Big Live, says, "Big Street has again created an eye-catching innovation for its client. This will position the agency strongly."

Mandeep Malhotra, president, Mudra Max, OOH, says, "The passion and desire to create innovative OOH creatives by the team Reebok provides us the impetus to run around and deliver good campaigns. We are thankful to Big Street to come forward, and extend their support to us and our brand."

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