Shine.com creates a 25-ft tall Mr M

Conceptualised by DDB MudraMax, the outdoor campaign targets working professionals in Cyber Hub Gurgaon

BestMediaInfo Bureau | Delhi | January 22, 2015

HT Media's job search digital portal, Shine.com, has launched its outdoor campaign reinforcing the brand's position of being 'Kam Ka Dost'. In its television, digital and print campaign, the brand had already introduced a young working professional – a mouse named Mr M. DDB MudraMax, for the brand's outdoor campaign, has created a 25-feet tall replica of Mr M and installed it in Cyber Hub, one of the major corporate hubs in Delhi NCR. This campaign creates an impact in places where the target audience - working professionals - can directly interact with the brand.

Diptakirti Chaudhuri

Diptakirti Chaudhuri, Head - Marketing, Digital Business, HT Media, said, “The basic idea of creating a huge replica of our mascot Mr M was exciting, but the biggest challenge was to create something that was very close to the original TVC character. After several rounds of iterations, the agency came up with a version that we were really happy with. Mr M, being a cool character, we wanted to be in a cool place and DDB MudraMax did a great job of identifying the perfect location in Cyber Hub.”

Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, commented, “The joy of setting new benchmarks is a matter of pride for us at MudraMax. The team was super thrilled to work on the brief with the enthusiasm encouraged by the client team at Shine.com. A larger-than-life piece of art like Mr M opens a prospect of not only opportunity to see for the brand, but also generates an opportunity to be a part of various social updates.”

Madhav Joshi

Madhav Joshi, Senior Manager, DDB MudraMax-OOH, said, “The idea was to do something disruptive for Shine.com rather than traditional outdoor advertising plan. Cyber Hub in Gurgaon was the perfect location with a huge daily footfall of the client's TG. It was challenging to achieve the 25-feet tall replica of Mr M, but we worked it out and achieved desired result for Shine.com. It is a new attraction-picture spot of Cyber Hub.”

Credits:

Creative Agency: DDB MudraMax

President, DDB MudraMax: Mandeep Malhotra

Senior Vice-president, North and East: Subhashish Sarkar

DGM: Ashish Grover

Client Servicing: Madhav Joshi

Operations: Ashwani Kumar Rana, Rakesh Sharma

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