The United States – India Educational Foundation (USIEF) launched a campaign to promote the mutual understanding between the nationals of India and the U.S. through the educational exchange of outstanding scholars. The campaign was aimed to attract the young college students who look forward to peruse further qualification or higher studies in United States. Therefore to achieve the motive, OOH medium happened to be the best suited channel for the foundation. The educational body tied up with CASHurDRIVE, which excels in car branding, for the promotions and reach out to most prominent locations of DU campus & nearby colleges.

To entice the students, the cabs were interestingly wrapped with an eye catching creative of USIEF with an aim to create a buzz among the aspiring students displaying their relevant details like web address, Facebook & twitter links. Moreover to make the branding even more relevant, the complete admission procedure was assembled very wisely in short and crisp showcasing 5 steps at back side of the car. Additionally the outside rear-view mirror space was utilized to showcase their logo innovatively for the stronger recall.

The two days activation was developed to create awareness regarding their admission procedures, working formats, education quality, fellowship programmes & their institutional collaboration amongst the youth. Even a team of advisors accompanied the branded car to interact with the students covering major locations like India Gate, Connaught Place and embassy area. To spread awareness of the campaign, students were given a chance of photo session with the branded cabs.

"CASHurDRIVE intend to explore every location where regular traditional media fail to connect. The idea of advertising on wheels offers excellent platform for smart advertising. It’s good to see even educational brands tending towards the transit media for their branding activation”, said Raghu Khanna, Founder & CEO, CASHurDRIVE.