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Volkswagen & Mudra Max helps increase awareness on a cleaner environment

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Volkswagen believes in the corporate philosophy of ‘ThinkBlue’ which embodies the goal of creating environmentally friendly products and solution. However, this is not restrained only to Volkswagen products but it’s a brand that walks the talk. Hence, any activity that encompasses the goal of a cleaner & more sustainable environment comes under its purview. To that end, they wanted to initiate



a pilot project to increase awareness on a cleaner environment.Mudra Max-OOH, the agency on board planned and executed the OOH campaign in Juhu, Mumbai. The aim was to create buzz & awareness on the importance of a cleaner, more sustainable environment which read the creative message as ‘The beach is now garbage free let's keep it that way Think blue.’
 
The idea was to initiate a cleanliness drive as an extension of Volkswagen’s ‘ThinkBlue’ initiative. To do so, Mudra Max chose one of the most littered & frequented locations in Mumbai- The Juhu beach! Mudra Max got their promoters & janitors to clean up the Juhu Beach from morning 6:00 am to 11:00 am for 3 days (14th September to 16th September’11). This not only maintained the beach premise for the people to be able to enjoy in a cleaner environment but also enlightened them on how to improve their immediate environment. Not only the garbage was cleaned up but a substantial amount of it was also displayed at a billboard right outside the beach which carried the muck & garbage collected from the beach to paint a clear picture to the passersby on the situation of the beach in order to spread awareness & a talking point. This was done as a pilot and would soon be scaled up to various locations in Mumbai.
 
Mandeep Malhotra, President, Mudra Max-OOH said, “Volkswagen believes in responsibility towards the environment and we wanted to help them in this initiative. We felt that more than one-on-one communication, a disruptive medium would be more effective. Hence the billboard idea was born. This initiative generated huge interest not only from the people who visited the beach every



mbai.
 
Mandeep Malhotra, President, Mudra Max-OOH said, “Volkswagen believes in responsibility towards the environment and we wanted to help them in this initiative. We felt that more than one-on-one communication, a disruptive medium would be more effective. Hence the billboard idea was born. This initiative generated huge interest not only from the people who visited the beach every morning for jogs but also general commuters who saw the billboard & the message. It also became a talking point for many at Facebook, Twitter & WOM.” Mr. Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt. Ltd., “‘The Think Blue’.
 
mindset has three main pillars: environmentally friendly solutions and products, individual behaviour and environment-related initiatives that goes beyond products and technologies. Our initiative to clean up Juhu during Ganapati festival in Mumbai is a small nevertheless sustainable step from our end towards bringing alive this mindset. Many other activities will follow to underline the brands responsibility for people and environment’.Apart from the logistic challenges of putting up a huge acrylic box on a billboard & filling it up with mammoth portions of garbage; the planning for cleaning of the beach was also painstaking. Mudra Max worked in conjunction with the BMC hence the permissions were procured in such a way that once the agency is done with the cleaning, the BMC takes over.

 

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