MAM
DDB Mudramax OOH creates a big bang for Mahabharat
MUMBAI: Star Plus has partnered with DDB Mudramax OOH to create the buzz for its most ambitious show – Mahabharat – through a hi-decibel OOH campaign.
The channel has not left any stone unturned to ensure that this is the biggest show launch of the year and has gone all out through a massive multimedia campaign across the country.
The massive OOH campaign has been executed across 100 plus towns in the country from metros to LC1 towns.
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The innovation for Shakuni wherein the five crowns depict the five Pandavas who were deprived of their kingdom by Shakuni using his famous pair of dice during the game of Chausar
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DDB Mudramax OOH VP Spencer Noronha said, “The brief was to create impact and buzz for Star Plus’ Mahabharat – the biggest show launch of the year. We selected the most impactful media vehicles clubbed with three “first of its kind” innovations and ensured that the awareness and recall generated for the show launch is quick as well as lasting. The idea was to bring the billboards to life by recreating famous scenes from the epic on ground. The route we used was to put up large 3D sculptures on the billboards ranging from 17 to 22 ft in height emerging out of the billboards. The three innovations of Arjun, Shakuni and Draupadi look dominating and dwarf the conventional innovations done so far on the OOH platform. These innovations have been entirely conceptualized and designed by our in-house OOH creative team.”
A multi media approach has been adopted by DDBMudramax OOH to amplify the effect of the campaign to achieve the right balance between impact, frequency and reach. Large format premium billboards and uni-poles, gantries and bridge panels, mall media, metro stations and railway station platform branding as well as transit media has been used to create the desired level of awareness and hype for the show.
DDB Mudramax OOH DGM Anirudha Pawar said, “We have installed the large sculptures on strategically located high impact billboards in the city. We hired professional sculpture artists to ensure that the final output comes to life especially as it involved recreating human form. Getting all three sculptures ready and put up simultaneously at the start of the OOH campaign was a mammoth task and took detailed planning on our part. The sculpture work started almost a month back. We had to hire a crane to hoist these giant sculptures on the billboard for installation. The innovations are impossible to miss and have definitely amplified the scale of the launch campaign. All the media vehicles have been meticulously selected to complement the eye-catching and dominating creatives used for the campaign.”
There are six creatives used for the campaign highlighting 6 characters of the epic saga – Krishna, Arjun, Draupadi, Duryodhan, Shakuni and Gandhari.
About the overall campaign Star India SVP – marketing Nikhil Madhok said, “The work done for Mahabharat by DDBMudramax OOH has been outstanding. The innovations have been novel and the scale of execution has been a first of its kind in the country on the OOH platform. Star Plus always strives to disrupt and this execution is another example of our continued efforts in that direction.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
