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DDB Mudra Max crafts new OOH campaign for South African Tourism

The campaign, titled ‘Meet South Africa’, spans metro and tier II cities in India and showcases the diversity of experiences available in South Africa

BestMediaInfo Bureau | Mumbai | February 16, 2014


DDB MudraMax - OOH and South African Tourism have unveiled a new outdoor advertising campaign, titled ‘Meet South Africa’, to showcase the diversity of experiences available in South Africa. The campaign spans metro and tier II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bangalore, among others.

In order to resonate with the Indian travellers, interesting one-liners in local languages have been done. The visuals integrate the underlying essence of the campaign through impactful illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the Rainbow Nation. The campaign includes a media mix comprising of large format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

Mandeep Malhotra Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, said, “South African Tourism as always excites and induces prospective holiday goer’s with inciting creative on large format medium. The information dissemination with the creative is amazing and full of excitement. Handpicked sites and creative thought through for the locations differentiate it with other travel campaigns. We at DDB MudraMax love working on creating a lot of buzz around the campaign.”

Hanneli Slabber Hanneli Slabber

Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation’s holiday seekers. This year, we have customised our outdoor campaign to make it more local by highlighting South Africa’s unique experiences in local languages in a contextual manner. This idea came from the insight that we gathered during our interactions with Indian travellers, where after their visit to South Africa, they could best express certain emotions of experiences such as pleasure, eternity and beauty only in their mother tongue. Taking cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level to draw a stronger connect with the potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa’s distinctive, spectacular and high quality tourism products and experiences that are amongst the world’s finest.”

The OOH:

Bus-shelter-Inox-Crossroad-2 Leopard-on-hoarding-Vakola-airport-highway Marine-Drive-sequence-of-sites Meerkats-Juhu-Beach Tram3 Turmer-road-junction


President, DDB MudraMax: Mandeep Malhotra

Head of Ideas, DDB MudraMax: Aneil Deepak

Business Head: Vijay Jain

Client Servicing & Account Management: Raza Syed

Media Planning: Sumeer Handoo

Creative: Gaurav Kamath

Planning: Ankit Akhauri

Design: Sanket Cheulkar

Operations: Chirag Jain


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