Uninor goes outdoor to save water on Holi

DDB MudraMax mounted the OOH campaign in the dry Nagpur area for the 'Save water play safe, Holi ke rang Uninor ke sang' activity

BestMedaInfo Bureau | Mumbai | April 3, 2014

Uninor believes in keeping its subscribers happy with its services and take up the cause of the betterment of communities in the circles it operates in. Some of the empowering initiatives include enabling better health, empowerment to society, empowerment to woman, internet for all, safe use of internet, etc.

India consumes 270 lakh litres of water on the day of Holi. Nagpur has a scarcity of water. So Uninor took the initiative to spread awareness about a 'Dry Holi' and save water. Along with DDB MudraMax, Uninor invited people in Nagpur to engage in the spirit of Holi and celebrate the festival of colours with just organic colours and no water.

The objective was to convey message to the public to save water in the dry area of Vidarbha (Nagpur), in Maharashtra, and to spread awareness to masses about safe and water-free Holi. The challenge was to gather crowds on road where people prefer to celebrate Holi. Another task was getting permissions to celebrate such events due to the coming elections.

The team zeroed in on Futala Lake in Nagpur, which is the only hangout place for all age groups. Hoardings were put up seven days prior to Holi to spread awareness about the campaign.

A 15'x10' stage was set up near the hoarding where a DJ played live music and people were greeted with Uninor 'blue colour' and sweets and encouraged to dance. The DDB MudraMax team distributed oil sachets to the masses to protect their skin against chemicals in colours and distributed chocolates to all those who participated in the organic dry (water-free) Holi.

Ritesh Kumar Singh

Ritesh Singh, Business Head, Maharashtra Circle, Uninor, said, “Holi is a big festival in India and it is our responsibility to reduce the impact of water consumption during this time. When we shared the briefing with DDB Mudra, they came up with this one of a kind activity which will help us contribute to the society. In the past too, DDB MudraMax has always shared innovative concepts that work in line with our brand positioning.”

Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, OOH, Retail and Experiential, added, “It was a true amalgamation of creating an experience on OOH. We at DDB MudraMax would love to do more of such work.”

Credits:

Agency: DDB Mudra Max, Pune

Unit Head: Mandeep Malhotra

Office Head: Kaustubh Pande

Account Management: Umakant Pawase

Operations: Umakant Pawase

Info@bestmediainfo.com

Info@BestMediaInfo.com