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Aircel and DDB MudraMax make fair game in Chennai

Organise a flash mob to promote their newly launched Pocket Internet Games card 

BestMediaInfo Bureau | Delhi | December 21, 2012

Aircel in collaboration with DDB Mudra Max organised an ‘exhilarating and exciting’ Flash mob at the Express Avenue Mall to promote their newly launched Pocket Internet Games card. The crowd at the Express Avenue mall in Chennai got their full quota of amazement not only from music and footwork but with two new live and popular gaming activities - Boxing and Football.

For starters, two men materialized out of nowhere and got into a heated argument. Their heated argument got the whole crowd to eavesdrop and even as they listened to the peppy background music. On cue, the duo stripped down to boxing attire of Blue and Red shorts! A referee also jumped into the fray, cordoned off an impromptu ring and began a round of boxing while the cheer girls also helped pep-up the players in their performance.  Match over, the promoters held up placards while two large banners of Aircel Limitless Gaming were dropped down. A ‘FIFA’ style game followed. A player appeared in a red jersey expertly dribbling the football on the sound system of the mall and was joined by others who imitated the lead footballer. Another man appeared in a blue jersey and took the ball from the players and challenged them for a game. He was later joined by other members of the blue team. A friendly match ensued between the two teams & at the end of the match the Aircel promoters came forward with Placards and the large banners once again dropped down from the 3rd floor of the mall with the message of Aircel Limitless Gaming.

Mandeep Malhotra, President, DDB MudraMax, said, "The ‘Aircel PocketInternet Games’ Card is a unique property, and we wanted to do justice to the same.  When the word 'flash-mob' is used, we automatically picture a group of people getting together and dancing on a song. We wanted to change this assumption, so we brought in the idea of gaming in the form of a flash mob.

Commenting on the idea behind this innovative flash mob, Gunjan Arora, Group Director, Brand Communications, DDB MudraMax opined that it was one of the most exciting and innovative initiatives undertaken my DDB MudraMax this year. Arora further added that Aircel as a brand has always been open to new ideas and innovative practices to aggressively engage consumers and make an impact!

Football Video:


Boxing Video:


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