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MUMBAI: Mudra Max (Integrated Engagement & Experience), a part of the Mudra Group recently executed a mega campaign to promote ‘Mumbai Marathon‘, the most awaited event of Mumbai organized by The Standard Chartered Bank. Though the marathon was scheduled for January 16, 2011, Mudra Max prepared for this enormous event much in advance. The early morning joggers, the brisk walkers, and all those who take this routine seriously were invited to be a part of the Mumbai Marathon.
The main aim of this campaign was to create visibility and awareness about the Annual Mumbai Marathon, and encourage people to participate in it. Mudra Max effectively created visibility for the event by using large format media, activation platforms and innovative messaging thus aiming to ensure everyone in the city turns up either to run, or to cheer the participants on race day.
The 2011 Standard Chartered Mumbai Marathon campaign captured two of the main pillars on which this event rests - fitness & health and charity. The headline captured the health and fitness angle, while the charity angle was captured through the copy that communicated the 5 causes Standard Chartered Bank is closely associated with. The use of evocative images on the five causes created an emotional connects with the people of Mumbai. Another interesting aspect is the use of a visual mnemonic to ensure that there is an easier and quicker connect with our TG. The visual mnemonic in this case is the whistle - the whistle helped extend the brand to ambient media and create interesting conversations with the consumer. This campaign has been shot across various locations in Mumbai with models who are not professional - it was important to capture the moment and preserve it through this campaign.
To create intrigue, there was a precursor to the launch of the thematic campaign - a teaser campaign.
Taking the visual mnemonic of the whistle, strategic outdoor locations have been taken with visuals of large whistles and the line "On your marks. Get set." To create excitement and a sense of inquisitiveness, large whistles were placed in strategic locations across the city. The OOH execution is visible in the form of Billboards, Bus shelters, AC Bus Wraps and Meru Cabs.
Once the campaign broke in OOH across the marathon route, the Execution also witnessed mall activation & installations. Excitement at the ground level was implemented through ‘jar installations‘! Large acrylic jars, filled with whistles, were placed at high traffic locations across the city. The Patrons who walked into malls, took a stroll on Marine Drive or sat at a coffee bar were given whistles to cheer for the cause they hold closest to their heart that day! To amplify this campaign further, the event was tied up with a leading radio station, where they changed their signature tune to bring in the shrill sound of the marathon whistle. Radio spots on the SCMM were being played throughout the day, during primetime, to build awareness for this fantastic property.
Debal Dutt, Head - Brand, Sponsorships & Internal Communication at Standard Chartered Bank says "The Standard Chartered Mumbai Marathon epitomizes Mumbai. It is a mirror image of what the city stands for - entrepreneurship, resilience, passion, commitment and large heartedness. Any event of this stature, across the world, lives on because intrinsically it captures what the city stands for. The Marathon is alive and in the hearts of Mumbaikars because it has captured this ethos perfectly. Standard Chartered are honoured to connect with the city and its people through the Standard Chartered Mumbai Marathon and it is an apt way to say that we are ‘here for good‘.
According to Vikas Nowal, GM, Clear Channel Mudra, the agency who handled the entire OOH and engagement activity for the event, "The Standard Chartered marathon is a much loved and much awaited event in the city‘s calendar, and each year the property grows bigger and better. We have been the agency for Standard Chartered for a long time, and have constantly tried to ensure we can do bigger, better things to make the run-up to the event as visible and as engagement driven as possible. This year, we aimed to make the whistle as synonymous and integral to the race, as the "vuvuzela" became for the soccer world cup last year, and we believe the integrated activities around the marathon have managed to achieve that."
Rahul Karwa,Head West - Kidstuff Promos & Events,Mudra Max said,"SCB has been synonymous with the Mumbai Marathon since its inception, hence we threw a gauntlet to ourselves to stamp the title sponsor‘s authority in the space of innovation. That challenge got answered by taking a disruptive stance to deliver a surprising and delightful consumer experience touching the masses of the city.
An experience that was ‘static‘ in traditional communication parlance but was highly interactive in creating conversations amongst the target audience. The TG footprint was thoroughly mapped to arrive at the right engagement points ranging from the popular jogging tracks to the youth hangout joints! The whole intent was to build curiosity & anticipation in the consumer mind space by making the campaign mnemonic ‘whistle‘ interact with the consumers regularly over a period of 2 weeks before the mega event."
