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Volkswagen & DDB Mudra execute a unique OOH roadblock in Mumbai

17-December-2009
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Volkswagen & DDB Mudra execute a unique OOH roadblock in Mumbai

DDB Mudra has now executed a unique OOH roadblock for Volkswagen in Mumbai. Volkswagen recently took over the entire OOH space at a prominent Bandra junction, which sees tremendous traffic throughout the day. The OOH roadblock was executed in conjunction with the launch of the Beetle in India.

Commenting on the innovation, Rajiv Sabnis, President, DDB Mudra, said, “Volkswagen has an innovating spirit when it comes to marketing, just like the cars they make. They also believe in dominating the media not just the roads. After the hugely innovative and impactful TOI roadblock, we conceived the launch of the new Beetle with an innovative outdoor campaign. The six-part Beetle outdoor came together part-by-part in the first week of December, heightening people's anticipation and excitement about an imminent launch. Like the TOI roadblock, this is another first by Volkswagen and DDB Mudra.”

Adding to this, Rajeev Raja, NCD, DDB Mudra Group, said, “The inspiration for this innovative outdoor idea came from the phrase ‘the sum of the parts is sometimes greater than the whole’. Thus the attempt was to accentuate the unique iconic shape of the Beetle that is known and loved the world over. And what better way to do that than to show ‘a curve in every inch’. Choosing such a prominent location only added to the tremendous impact of the idea.”

The campaign, which reads “It’s official. Curves are back”, is currently up at the SV Road- Linking Road Junction in Bandra.

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