To reinforce Shine.com's positioning of being 'Kaam ka Dost'. DDB MudraMax-Outdoor was briefed to reach out to the corporate audience and to create a recall value for the brand. The challenge was to create on ground visibility for Mr. M and engage with the target group – working professionals.

The core idea was to create an impact in the corporate hubs where the target audience, working professionals, can directly interact with the brand. Thus, DDB MudraMax-Outdoor churned out an idea where the noticeability of the character and engagement would be high. Hence, the agency decided to create an on-ground, replica of the actual character in physical form. DDB MudraMax-Outdoor created a 25 ft.' tall replica of Mr. M and installed it in Cyber Hub, one of the major corporate hubs in Delhi NCR. Its location played an essential part in grabbing attraction for the corporate audience visiting there.