One of the India’s popular television channels and a surprise package, Star Plus has come up with a new show called ‘Master Chef India’. This new reality show based on culinary skills is based on an international format and is being hosted by Bollywood superstar Akshay Kumar. StreetSmart (Ambient Out-of-home solutions), a strategic business unit of Mudra max, has been given the mandate by Star Plus to create a buzz about their latest offering.
Starting 16th October’10, at 9 pm every Sat-Sun, the objective of the campaign was to register the launch of the new show and generate high level of awareness amongst the TG.
To build salience for the show, StreetSmart has planned and executed a high decibel high impact campaign with an extensive mix of out of home media vehicles. The choice of media for this campaign includes Hoardings, Gantries, VMS, Cantilevers, Pole Kiosks, Bus Panels, AC Bus Wraps, Railway Station Media Branding, Drapes, Traffic Booths and Unipoles which were used effectively to communicate the message. All prominent and arterial routes in Mumbai have been targeted.
One of the key challenges for StreetSmart was to obtain the desired quality of media vehicles at the right locations, in the wake of the ongoing festive season and heavy market demand. Also more challenging was the necessity to stand out of the crowd amongst a heavy clutter of ongoing GEC campaigns. Multiple hits with a mix of multiple creatives across all important high traffic routes have helped quick registration and high recall of the campaign.
Commenting on the campaign, Ravi Ambrose, country head, StreetSmart said, ‘ The brief from the client was very clear; that we had to fight clutter and establish the new property and amplify it with high impact sites and therefore we had planned such an high intensity campaign. We hope to have established the campaign’s objective of creating a high top of mind recall for the brand. Apart from the impact of the sites, frequency played a major role in creating recall for the brand were one could see a site every 2 minutes of travelling time. We are pleased to have adopted a multimedia approach to optimise the visibility and effectiveness of the campaign “
Commenting on the campaign, Shams Kabir, Head – Media & Presentation, Star TV, said “We at Star look towards OOH to generate buzz around our programme launches. As such it is required that there be a sufficient innovation quotient in such campaigns coupled with high impact sites and OOH options. These were adequately provided by the agencies who were chosen as partners in the Master Chef campaign. In Mumbai we received exemplary support from Mudramax, a continuation of the standards they maintained during the re-launch of Star Plus.”
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Just for the records, Streetsmart has earlier executed the Star Plus Brand Relaunch campaign along with the launch campaigns of their new shows Tere Liye and Chaand Chupa Badaal Mein across 80 cities in June 2010.
Mudra Max
Mudra Max (Integrated Engagement & Experience), provides multi-speciality expertise to help buildbrands in the age of convergence. Mudra Max consists of 16 strategic business units that provide clients seamless solutions across a wide array of media touchpoints.
Mudra Max’s strategic units include: Connext (Business solutions through media), RADAR (Connecting Brands & Consumers through media), Primesite (Out-Of-Home Solutions), Prime Consult (Outdoor Environment Consulting), Prime Retail (Retail & Visual Strategy), Prime Wayfinding (Navigation Solutions),Kidstuff (Promotional Marketing), Celsius (Events Marketing), Multiplier (Trade marketing), StreetSmart (Ambient Out-of-home solutions), Terra (Bottom of the Pyramid Marketing), 10 integrated (Sports Marketing), Videotec (Brands + Entertainment), Pratham (Field Force Management), Mudra Concrea (Youth Marketing) and ClearChannel Mudra (Global out-of-home solutions).
Mudra Max’s clients include Reliance ADAG, Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, Delhi Metro, Samsung, Castrol, Asian Paints, SAB Miller, Cartoon Network,Philips and Wrigleys among others.