Mahabharat characters come alive thanks to DDB Mudramax OOH

16 Sep,2013

By A Correspondent


Star Plus has partnered with DDB Mudramax OOH to create an awareness and buzz for the launch of its epic serial Mahabharat that starts today (Sep 16).


A hi-decibel OOH campaign  has been executed across 100 plus towns in the country from metros to LC1 towns. The emphasis has been on innovation route to garner the desired eyeballs and buzz.




Spencer Noronha

Said Spencer Noronha, VP, DDB Mudramax OOH: “The brief was to create impact and buzz for Star Plus’ Mahabharat. We selected the most impactful media vehicles clubbed with three “first of its kind” innovations and ensured that the awareness and recall generated for the show launch is quick as well as lasting. The idea was to bring the billboards to life by recreating famous scenes from the epic on ground.




The route we used was to put up large 3D sculptures on the billboards ranging from 17 to 22 ft in height emerging out of the billboards. The three innovations of Arjun, Shakuni and Draupadi look dominating and dwarf the conventional innovations done so far on the OOH platform.  These innovations have been entirely conceptualized and designed by our in-house OOH creative team.”




Nikhil Madhok

Nikhil Madhok, SVP Marketing added: “The work done for Mahabharat by DDBMudramax OOH has been outstanding. The innovations have been novel and the scale of execution has been a first of its kind in the country on the OOH platform. Star Plus always strives to disrupt and this execution is another example of our continued efforts in that direction.”




Anirudha Pawar

Anirudha Pawar, DGM, DDB Mudramax OOH explained: “We have installed large sculptures on strategically located high impact billboards in the city. We hired professional sculpture artists to ensure that the final output comes to life especially as it involved recreating human form. Getting all three sculptures ready and put up simultaneously at the start of the OOH campaign was a mammoth task and took detailed planning on our part.”


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