Press Release: Primesite’s eye catching innovation for Reebok Mumbai, 10th November, 2010: Primesite (Out‐Of‐Home Solutions), a Strategic Business Unit of Mudra Max has once again proved their capabilities in thinking and delivering effective OOH solutions for their client Reebok. To create excitement and a 'wow' factor among the target audience, Primesite has innovatively promoted ‘Reezig’, an international sports brand, in the Indian market. Primesite created buzz for 21 days in Delhi and Mumbai respectively. The main objective of the campaign was to use the uniqueness of the iconic ‘geometric zig zag shape’ of the outsole to reinforce the benefit of ZIGTECH technology. The creative reads, ‘Reezig – The energy drink for your feet’. The campaign focused on communicating the benefits of ‘Reezig’ shoes crafted with ZigTech technology signifying its importance of reducing the wear and tear of the leg muscles by up to 20 percent. Since it is a global campaign, Primesite created a larger than life projection of the shoe, attracting maximum attention of passers‐by and breaking clutter in the market. To do so, a shoe of 16 X8 feet was created which was placed in 3 strategic locations in Delhi. Primesite exclusively emphasised this campaign through billboards, pole kiosks, translites, runner boards and bus shelters. Apart from these, mall elevators and drop downs were also branded inside malls. Commenting on the campaign, Mandeep Malhotra, President, Mudra Max OOH, said, “Our amassed experience over years has effected in this pulsating idea. ‘Bringing the product to life’ was the objective and we were successful in doing so, thus allowing the end consumers to actually sense & feel the brand closely inturn translating traffic into stores”. Sajid Shamim, Director Marketing – Reebok said, “The larger then life shoes bought Zigtech’s unique zig zag shape to life and created unprecedented noise and talk in the market. At Reebok we believe in being clutter breakers and Primesite has helped us achieve exactly that.” Mudra Max Mudra Max (Integrated Engagement & Experience), provides multi‐speciality expertise to help buildbrands in the age of convergence. Mudra Max consists of 16 strategic business units that provide clients seamless solutions across a wide array of media touchpoints. Mudra Max’s strategic units include: Connext (Business solutions through media), RADAR (Connecting Brands & Consumers through media), Primesite (Out‐Of‐Home Solutions), Prime Consult (Outdoor Environment Consulting), Prime Retail (Retail & Visual Strategy), Prime Wayfinding (Navigation Solutions),Kidstuff (Promotional Marketing), Celsius (Events Marketing), Multiplier (Trade marketing), StreetSmart (Ambient Out‐of‐home solutions), Terra (Bottom of the Pyramid Marketing), 10 integrated (Sports Marketing), Videotec (Brands + Entertainment), Pratham (Field Force Management), Mudra Concrea (Youth Marketing) and ClearChannel Mudra (Global out‐of‐home solutions). Mudra Max’s clients include Reliance ADAG, Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, Delhi Metro, Samsung, Castrol, Asian Paints, SAB Miller, Cartoon Network,Philips and Wrigleys among others.