Primesite helps Mumbai sail through Aircel's network this monsoon

Primesite, Mudra MAX’s out-of-home (OOH) solutions unit has reinitiated yet another innovative campaign for Aircel, one of India’s leading GSM mobile service operators. An extension to the ‘Aircel Boat’ campaign that created waves last year, Primesite has now carried out another CSR activity for Aircel to reach out to the people during heavy rains. 

The idea behind the creative ‘Sail through our network this monsoon’ has been targeted at the common man, in order to reach the largest possible audience. As a part of the campaign, Primesite has put up boats on billboards at Milan and Andheri Subway while buoys at bus queue shelters with nonlit flex across Mumbai which will be carried out till the end of monsoon. 

Meant to ease the monsoon woes of Mumbaikars, the boats and the buoys have been placed strategically in low lying areas infamous for water logging during monsoons. The idea is to rescue people stranded due to water logging caused by the monsoon. The boats and buoys have been put up to ferry people across; clearly and creatively articulating the message that ‘Aircel helps Mumbai to sail through its network’. 

Commenting on the campaign, Mandeep Malhotra, Mudra MAX said, “I am happy that like last year, this year too the Aircel campaign has left an indelible impression in the minds of customers with its forceful and innovative outdoor campaigns. We are now preparing for a few more notable & striking OOH innovations for future brand campaigns of Aircel.” 

Last year, Primesite identified subways that were in areas known for flooding and installed dinghies on billboards with a simple 6-word instruction manual – ‘In case of emergency cut rope’. The noble cause initiated by Aircel and executed by Primesite helped people reach their destinations safely, when on a fateful rainy evening Milan subway got flooded. The campaign won the Singapore Outdoor Advertising Asia’10 and also bagged two Gold awards at Media Abbys for Best use of Outdoor & Special Events and many more.