DDB Mudra Max executes flash mob activity for Aircel

The activity was carried out at the Express Avenue Mall in Chennai to promote Aircel’s newly launched Pocket Internet Games card

e4m by exchange4media Staff
Published: Jan 4, 2013 3:04 AM  | 2 min read
DDB Mudra Max executes flash mob activity for Aircel

Aircel, in collaboration with DDB Mudra Max, organised a flash mob activation at the Express Avenue Mall in Chennai to promote its newly launched Pocket Internet Games card. The crowd got its full quota of amazement not only from music and footwork, but also two new live and popular gaming activities – boxing and football.

For starters, two men materialised out of nowhere and got into a heated argument. Their heated argument got the whole crowd to gather around them, even as they listened to the peppy background music. On cue, the duo stripped down to boxing attire of blue and red shorts. A referee also jumped into the fray, cordoned off an impromptu ring and began a round of boxing, while the cheerleading girls also helped pep up the players in their performance.

Match over, the promoters held up placards while two large banners of Aircel Limitless Gaming were dropped down. A ‘Fifa’ style game followed. A player appeared in a red jersey expertly dribbling the football on the sound system of the mall and was joined by others who imitated the lead footballer. Another man appeared in a blue jersey and took the ball from the players and challenged them to a game. He was later joined by other members of the blue team. A friendly match ensued between the two teams and at the end of the match, the Aircel promoters came forward with placards and the large banners once again dropped down from the 3rd floor of the mall with the message of Aircel Limitless Gaming.

Commenting on the campaign execution, Mandeep Malhotra, President, DDB Mudra Max said, “The ‘Aircel Pocket Internet Games’ card is a unique property, and we wanted to do justice to the same. When the term ‘flash mob’ is used, we automatically picture a group of people getting together and dancing on a song. We wanted to change this assumption, so we brought in the idea of gaming in the form of a flash mob.”

Commenting on the idea behind this innovative flash mob, Gunjan Arora, Group Director, Brand Communications, DDB Mudra Max remarked that it was one of the most exciting and innovative initiatives undertaken by DDB Mudra Max. Arora further said that Aircel as a brand has always been open to new ideas and innovative practices to aggressively engage consumers and make an impact.

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