Mudra MAX’s out-of-home (OOH) unit, Primesite has rolled out a new campaign for mobile operator, Aircel’s ‘Music Connect Service’.

The creative on the billboard reads ‘Share While You Listen’ and the campaign is aimed at conveying new MVAS concepts including the service’s feature to allow users share the content through social networking sites such as Facebook and Twitter.

The campaign is currently being run at Mahim in Mumbai and is mainly targeted towards the youth.

Commenting on the campaign, Mandeep Malhotra, Senior Vice President said, “Creating disruption and innovation has become hygiene for Aircel. Brands constant innovative nature proves the seriousness of Aircel in the usage of OOH. It also becomes inevident for telecom to be disruptive in an over cluttered category. Our communication strategy for this was to convey about its fun and exciting way of updating ones status on facebook. The innovation we created will surely be able to draw huge audiences at a fraction and thus help youth connect with their friends.”