Mr. M goes larger than life at Cyber Hub-Gurgaon
By Bhawana Anand - January 16, 2015
DDB MudraMax-Outdoor created a 25 ft. tall replica of Mr. M and installed it in Cyber Hub, one of the major corporate hubs in Delhi NCR. Its location helped Shine.com in grabbing attention of the corporate audience there.
Shine.com, a job portal, recently connected with its target group by launching Mr. M, their mouse mascot through the outdoor platform. According to the company, this is part of their latest 360 degree campaign called'Kaam kaDost', a new friend for all seasons. The objective was to reinforce Shine.com's positioning of being'Kaam ka Dost'. DDB MudraMax-Outdoor was briefed to reach out to the corporate audience and to create a recall value for the brand.
The core idea was to create an impact in the corporate hubs, where the target audience can directly interact with the brand. Thus, the agency churned out an idea where the mascot would go unnoticed, in turn resulting in engagement with Shine.com. For this, DDB MudraMax-Outdoor created a 25 ft. tall replica of Mr. M and installed it in Cyber Hub, one of the major corporate hubs in Delhi NCR. Its location played an essential part in grabbing attention of the corporate audience there.
Diptakirti Chaudhuri, Head - Marketing, Digital Business of 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 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 Cyberhub. With a great replica and a great location, Mr. M is now the newest selfie spot in townâ€.
The agency explained that the challenge for them was to create on ground visibility for Mr. M and engage with the target group - working professionals.
Mandeep Malhotra, Executive Director, DDB Mudra Group & President DDB MudraMax quoted, "The joy of setting new benchmarks is of 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 (OTS) for the brand but also generates an opportunity to be part of various social updates. Also, it generated a great'Opportunity to forward'.â€
Adding to this, Madhav Joshi, Sr. Manager, DDB MudraMax-OOH said, "The idea was to do something disruptive for Shine.com-Mr. M rather than traditional outdoor advertising plan. Cyber Hub-Gurgaon was the perfect location with the huge daily footfall of the client's TG. It was challenging to achieve a look-like of Mr. M at 25 ft. tall structure but we worked it out and achieved desired result for shine.com. It is a new attraction-picture spot at Cyber Hub.â€