HT takes outdoor route for 'Your Gurgaon, Your Voice' campaign

DDB MudraMax effectively and innovatively created visibility for the campaign by using the most apt spaces in Gurgaon

BestMediaInfo Bureau | Delhi | July 15, 2013

DDB MudraMax has executed an outdoor campaign to reaffirm Hindustan Times' position as the No. 1 newspaper of Gurgaon, and inform Gurgaon residents that HT will take up and help resolve issues that are bothering them through the campaign 'Your Gurgaon, Your Voice'.

Currently, there has been a cut-down on media options in Gurgaon and availability for advertising space has been one of the main challenges. But the healthy partnership which DDB MudraMax shares with the local vendors helped in getting all the premium and high visibility media for the campaign. The various innovations on key advertising sites added immensely to the success of the campaign.

A 'microphone' was used as a visual mnemonic to amplify the campaign tagline 'Your Gurgaon, Your Voice'. DDB MudraMax creatively used unipoles, traffic signals, metro pillar panels and wall wraps inside office complexes of Cyber Green to advertise the campaign. On unipoles 3D cutouts of a microphone with acrylic backlit letters were used to increase the visibility. A 3D microphone was set up in Ambience Mall and Infinity Towers-Cyber Green which drew a lot of attention.

DDB MudraMax very effectively and innovatively created visibility for the campaign by using the most apt spaces in Gurgaon.

Subhashish Sarkar, Senior, VP, DDB MudraMax OOH, said, "Over the years, India's Millennium City, Gurgaon, has only descended into controversy and disrepute arising from a crumbling infrastructure, apathetic administration and a general lack of security for its citizens, particularly women. This, when two-thirds of the region's corporate governance originates out of this sprawling city on the borders of the National Capital. Naturally, there has been a growing murmur of discontent among residents and daily commuters alike that needed to be heard and championed, for the administration to take notice, before it was too late.”

Sarkar added, “Hindustan Times has a tradition of pro-citizen and pro-development initiatives and we at DDB Mudramax have been proud to partner in these initiatives for close to a decade now. Once entrusted with the brief of communicating the 'Your Gurgaon, Your Voice' initiative, the team dedicated to the account swung into action, scouting suitable media to host the icon for the initiative – a super-sized microphone at all major intersections, carriageways and malls with heavy convergence. Scarcity of media in Gurgaon made for a challenging job, but in the end, a robust visibility was assembled at all key locations and the installation suitably amplified with innovations to drive the message strong and clear. We are happy to have been there for Hindustan Times and the people of Gurgaon."

Credits:

Agency: DDB MudraMax OOH

Office Head: Mandeep Malhotra
Business Head: Subhashish Sarkar
Account Management: Ashish Grover
Client Servicing: Madhav Joshi

Production & Execution: Hari Prasad, Ashwani Kumar Rana, Rakesh Sharma

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