Mudra Max Executes OOH Innovation For Birla Sunlife Insurance

The innovation is in the form of a 'Building Wrap' using flex material with speech blurbs.

BestMediaInfo Bureau | Delhi | January 5, 2011

Birla Sun Life Insurance has recently launched its 'Children's Future Solutions' campaign that aims at sparking a conversation amongst parents and children and generating awareness amongst parents to enable their child identify and follow his/her real passion.

The campaign is driven by the insight that today's generation is spoilt for choice with never like before career options to choose from. And this changing world constantly renews a child's aspirations to try new things in the process of finally choosing his/her real passion. Gone are the days when kids would easily give in to the herd mentality and settle down with clichéd job options for the rest of their lives. Kids today no longer seek jobs, but passion.

Extending this insight is the outdoor innovation conceptualised by JWT and executed by Mudra Max (Integrated Engagement & Experience), a part of the Mudra Group. The innovation is in the form of a 'Building Wrap' which is executed at the Vile Parle Flyover, Western Express Highway, Mumbai, using flex material with speech blurbs highlighting the household debate between kids and parents on career avenues.

Mandeep Malhotra, President, Mudra Max-OOH, said, “Mudra Max is thrilled to make a great start into the new year with passionate communication and  I am really happy that the team has pulled out a magnificent execution for the brand.”

Commenting on this innovation, Ajay Kakar, Chief Marketing Office - Financial Services, Aditya Birla Group said, “Every parent has his/her child's best interest at heart. Through our campaign, we hope to generate conversations between parents and kids on identifying their child's passion. Moreover, we aim at sensitizing parents on the need to support their kids with the time and freedom to find their real passion, enabling them to make a rewarding and successful career.”

This outdoor initiative will play the role of a provocateur, highlighting the new wave – the way the young generation looks at their future. The creative portrays speech bubbles and other debates around the subject that takes place in every house, in a different way. It urges parents to discover their child's aptitude and be financially prepared for the same.

Info@BestMediaInfo.com

Info@BestMediaInfo.com