Aircel Boat campaign comes up with new look

This time, the brand has also doubled the spend on the campaign and extended it to cover a larger section of the city

After creating a lot of buzz last year with its Boat campaign, Aircel has come up with another creative, 'Sail through our network this monsoon', which is an extension of the earlier campaign and targets the common man. With the beginning of the monsoon season, the brand has reshaped the Boat campaign, increasing the number of subways and adding 10 buoys at bus shelters from LBS Road to Prarthanayala Road in Mumbai.

Primesite, Mudra Max's out of home (OOH) solutions unit, has reinitiated this innovative campaign for Aircel. This time, the brand has also doubled the spend on the campaign and extended it to cover a larger section of the city.

The boats and buoys have been placed strategically in low lying areas infamous for water logging during monsoons. The brand has set 10 buoys at areas such as Bhandup, Janata Market, Wadala Bridge, Andheri(E), Gurudwara, Sheetal Cinema, Wadala Station, Hindmata, Worli Sea Face, Haji Ali and Bandra Bandstand to give the campaign a wide range.

This time, Primesite has put up boats on billboards at Andheri, whereas last time, the billboards were put up only in the Milan subway. Buoys at bus queue shelters across Mumbai with non-lit flex will be carried out till the end of monsoon.

Commenting on the campaign, Mandeep Malhotra, senior vice-president, Mudra Max, says, "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 striking OOH innovations for future brand campaigns of Aircel."

The Boat campaign won at the Singapore Outdoor Advertising Asia 2010 and also bagged two gold metals at the Media Abbys in the Best Use of Outdoor and Special Events categories.