Mudra Max is all set to truly ‘Change The Game’ yet again for PepisCo, the cola brand from PepsiCo India stable. This time they unleashed one-of-its-kind branding initiative – a fully wrapped and branded train, not just any other train but the Delhi Metro! The Metro on the 28th of March, 2011 (Monday) was wrapped with Pepsi branding and ran from New Delhi to the Delhi airport, in style. This was the first time the Delhi Metro allowed itself to be wrapped by any advertiser, and what better way to do it!
The entire length of the train showcased Mahendra Singh Dhoni, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli staring at passers-by and spreading PepsiCo’s message to ‘Change The Game’. This innovation undoubtedly shocked the passengers and created a stir that will drive media benefits.
The idea sprung out of the genius brains of Primesite, the OOH arm of Mudra Max, the agency that is known for its innovative outdoor solutions.
Talking about the campaign, Mandeep Malhotra, President, Mudra Max-OOH said, “This is the first time that a whole train wrap happened on the metro in Delhi that too on the most prestigious the Delhi Airport Metro express which links the Indira Gandhi International airport to central Delhi. This is a very High Impact medium and not only engaged the high profile airport commuter at the stations but also the commuters on roads when the metro travelled through the elevated corridor en route to the airport, The Pepsi campaign ‘Change the Game‘ created the exemplified impact on the game changer first time medium in Delhi. Mudra is proud to be associated with DAME and even happier that we could create desired impact for our client Pepsi.”
Commenting on the same, Sandeep Arora, EVP, Cola, PepsiCo said, “I’m thrilled to see the Delhi Metro with the Pepsi façade. Pepsi is amongst the first to explore new mediums and the Delhi Metro presents an exciting opportunity. Being the first to introduce the Delhi Metro with a new look and with Pepsi branding is a very proud moment for all of us as PepsiCo. I would like to thank the entire Mudra Max team for not only meeting our expectations but taking it to a completely different level.”
Mudra Max (Integrated Engagement & Experience), provides multi-speciality expertise to help build brands in the age of convergence. Mudra Max consists of 16 strategic business units that provide clients seamless solutions across a wide array of media touchpoints - Connext (Business Solutions Through Media), RADAR (Connecting Brands & Consumers through Media ), Primesite (Out-of-Home Solutions),PrimeConsult (Outdoor Environment Consulting), PrimeRetail (Retail Design & Visual Merchandising), PrimeWayfinding (Navigation Solutions), Kidstuff (Promotional Marketing), StreetSmart (Ambient Out-of-Home Solutions), Multiplier (Trade Marketing), Celsius (Integrated Events Management ), Videotec (Brands + Entertainment), 10 Integrated (Sports Marketing), Terra (Bottom Of the Pyramid Marketing), Pratham ( Field Force Managments), Mudra Concrea ( Youth Marketing) and ClearChannel Mudra (Global Out-of-Home Solutions).
In 2010, Mudra Max was awarded the Specialist Agency of the Year ( India& Sub- Continent ) at Campaign Agency of the Year ( APAC).
Mudra Max clients include Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, MTV, Delhi Metro, Samsung, Castrol, Viacom18 - Colors , Asian Paints, SAB Miller, Cartoon Network, Philips and Wrigleys.