MINI India sinks your teeth into adrenaline

Through the “BLOODY. MINI.” print ad by Liquid Campaign New Delhi, MINI invited readers to hit the road with 184bhp of raw power and quench their thirst for adrenaline rush.

MINI is widely acknowledged as the ‘speed demon’, thanks to its adrenaline inducing go-kart drive and horsepower packed engine. That’s why Halloween was the perfect opportunity to highlight its devilishly fast racing pedigree in a fun way.

As Halloween is fast becoming a part of most Indian metros, the MINI Halloween communication was an excellent way to reach out to the MINI’s target audience. The readers could get a feel that MINI is no ordinary car, but in fact a likeminded friend who shares their passions. What’s more, the print ad was followed up on the MINI India Facebook påage with a “HANGOVER” post that greeted over 300,000 Mini fans (fans of MINI on its India Facebook page), the day after they had had a blast on Halloween.

Credits – General Manager: Claudia Woelfle. Executive Creative Director: Kay Koester. Creative Director: Sunil Gupta. Group Head Art: Anirban Lodh. Art Directors: Harmeet Singh, Harsimran Matharu. Senior copywriter: Vikrant Bisht. Account Manager: Deeksha Kamotra.