Aircel connects to Mumbaikars in the rains

Primesite, Mudra MAX’s out-of-home (OOH) solutions unit, has reinitiated a campaign for GSM mobile service operator Aircel in Mumbai. An extension of the ‘Aircel Boat’ campaign that ran last year, this CSR activity for Aircel aims to reach out to people during the rains.

As a part of the campaign, Primesite has put up boats on billboards and buoys at bus queue shelters in low-lying areas prone to waterlogging during the monsoons. The idea is to rescue people stranded in these areas in the event of heavy rainfall. The message is ‘Aircel helps Mumbai to sail through its network’.

Commenting on the campaign, Mandeep Malhotra, senior vice president of Mudra MAX, said, “I am happy that like last year, this year too the Aircel campaign has left an indelible impression in the minds of customers with its forceful and innovative outdoor campaigns. We are now preparing for a few more notable and striking OOH innovations for future brand campaigns of Aircel.”

Last year's campaign won awards at the Singapore Outdoor Advertising Asia ’10 and also bagged two Golds at Media Abbys for Best Use of Outdoor & Special Events.

See the creatives below