Mudra Max is all set to truly ‘Change The Game’ yet again for Pepsi, the cola brand from PepsiCo India stable. This time they unleashed one-of-its-kind branding initiative – a fully wrapped and branded Delhi Metro train on Monday, March 28, 2011. The train was wrapped with Pepsi branding and ran from New Delhi to the Delhi airport. This was the first time the Delhi Metro allowed itself to be wrapped by any advertiser.
The entire length of the train showcased Mahendra Singh Dhoni, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli staring at passers-by and spreading PepsiCo’s message to ‘Change The Game’. This innovation undoubtedly shocked the passengers and created a stir that will drive media benefits.
The idea sprung out of Primesite, the OOH arm of Mudra Max. Talking about the campaign, Mandeep Malhotra, President, Mudra Max-OOH, said, “This is the first time that a whole train wrap happened on the Metro in Delhi that too on the most prestigious the Delhi Airport Metro express, which links the Indira Gandhi International Airport to central Delhi. This is a very high impact medium and not only engaged the high profile airport commuter at the stations, but also the commuters on roads when the Metro travelled through the elevated corridor en route to the airport, The Pepsi campaign ‘Change the Game‘ created the exemplified impact on the game changer first time medium in Delhi. Mudra is proud to be associated with DAME and even happier that we could create desired impact for our client Pepsi.”
Commenting on the initiative, Sandeep Arora, EVP, Cola, PepsiCo, said, “I’m thrilled to see the Delhi Metro with the Pepsi façade. Pepsi is amongst the first to explore new mediums and the Delhi Metro presents an exciting opportunity. Being the first to introduce the Delhi Metro with a new look and with Pepsi branding is a very proud moment for all of us as PepsiCo.”
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He joined the company in 2016 as Head of India and South Asia at Discovery Network