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Mudra Max brings out the ‘Live Big’ proposition of Reliance Consumer Finance

20-November-2009
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Mudra Max brings out the ‘Live Big’ proposition of Reliance Consumer Finance

Mudra Max recently carried out a BTL campaign – ‘Live Big’ – for Reliance Consumer Finance over a four-month period that was formulated to boost brand awareness for Reliance Consumer Finance. The campaign, handled by Primesite, Mudra Max’s out-of-home solutions unit, and Kidstuff, which provides promotional marketing expertise, expanded on the central campaign thought – Reliance Consumer Finance can give every individual the power to fulfil their biggest ambitions.

As most consumer finance companies were talking about making the consumers’ dreams come true, the challenge for Mudra Max was to ensure that Reliance Consumer Finance communicated a unique message. Max decided to go all out and invest in a multimedia brand awareness campaign that covered all the major markets – viz. Mumbai, Delhi, Chandigarh, Hyderabad, Bangalore, Pune and Ahmedabad. The focus of the activation was to communicate the brand message stemming from the DNA of the Reliance Consumer Finance brand.

Mudra Max implemented various ambient and OOH initiatives to reinforce the brand’s central message. Right from hoardings and bus shelters to grab handles in buses and trains and metros, Primesite made sure that the brand message was present everywhere. They branded seat backs on Jet Lite flights and also made use of mechanised hoardings showing the object of desire (in this case, a house) stretching to a bigger size, which accompanied the brand message, “Don’t just live, live big.”

A fascinating innovation was also introduced during this campaign, which had an interactive cinema slide with a man depicting a wish-bubble over his head. The audience in the cinema hall were asked to shout out ‘Bigger!’ to depict how big a life they would like to lead and as the volume of the audience increased, so did the size of the wish bubble.

To catch their TG’s eye and make a bigger impression, various innovative media were used. Kidstuff used malls as a communication medium to communicate with their audience in a fun, non-intrusive way. An enjoyable contest that asked people to blow a balloon as big as they could without bursting it also brought the brand idea alive.

Commenting on the success of the campaign, Mandeep Malhotra, Senior Vice President, Primesite, and Shilov Mani, Group Business Director, Mudra Max, said, “We are extremely happy with the innovative idea generated by our teams. The tremendous support and involvement received from the client also helped us in boosting our spirit. The campaign not only resulted in an overwhelming response in terms of leads, but also received feedback from business heads/ managers, sales teams and channel partners.”

Rajesh Chakrabarti, VP - Marketing, Reliance Consumer Finance, said, “Mudra Max executed the campaign well. We found everyone at Max to be encouraging as well as open to new ideas and therefore, working with such team was very invigorating and exciting.”

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