Tag Heuer ‘Don’t Crack under Pressure
Brief- Watch brand Tag Heuer wanted to highlight their brand motto, Don’t Crack under Pressure, as the claim reflects the mental strength of their ‘dream team’ of athletes and partners, and the values of the TAG Heuer shield. Through an event the brand aimed at demonstrating its attitudeand establish that it is ready to take on bold challenges.
Agency- Vibgyor Brand Services
The theme and setup created by Vibgyor Brand Services for the event paid a fitting tribute to the moccasion. In the true TagHeuer spirit, Vibgyor organized an action-packed evening which saw a host of gravity-defying stunts. The highlight of the evening was when TAG Heuer Brand Ambassador, Shah Rukh Khan took on the challenge of being amidst the daredevilry and part of the awe-inspiring stunts performed by professional stuntmen, truly living the ‘Don’t Crack under Pressure’ mindset.
Client Quote-
"Vibgyor Brand Services works as an extension of the client's team, and that is what I like about them. It is this quality that makes them deliver their best every single time. Vibgyor did a stupendous job where not only they brought the brand personality alive but also made the event a huge success through various activities”- Puneet Sewra, Marketing Director, Tag Heuer.
Launch of ASUS Zenfone 2
Brief- ASUS as a mobile branded wanted to outdo their previous Zenfone launch with a bigger and better event. The theme of the newly launched phone was ‘See what others can’t see’ and hence the launch event had to designed and executed accordingly.
Agency- EO2 Events
EO2 managed to light up the entire city with fireworks, celebrities and delivered a power packed execution. The event took off with a performance of singer Aditi Singh Sharma and projection mapping was used to create extraordinary visuals on her 40ft long white gown. The event also had ace photographer DabbooRatnani showcasing his portfolio that he created using the Zenfone 2 and the noted Bollywood actor Saif Ali Khan who unveiled the phone at this grand event.
Another major highlight of the event was 4 stunning light and sounds installations by the agency that brought the theme of the phone See what others can’t see’ to life.
Client Quote-
"We have been working with EO2 events for years now and every time they do an event for us they exceed expectations. We are so happy to be associated with this company and look forward to do lots of more great work together."- KomalTomke, Manager - Corporate Communications & PR, ASUS India.
Launch event for Eicher Polaris’ Multix
Brief- Multix is the first vehicle to be launched by the Eicher Motors-Polaris JV & India’s first Personal Utility Vehicle. It is specially designed for independent businessmen, a group with an estimated population of 5.8 crore in India. Cheil India was given the task of launching the Multix to media, internal stakeholders and employees.
Agency- Cheil India
Cheil India made the concept of Multix World the centerpiece element of the launch. This was an interesting landscape showing various elements of the world to the audience. Elements like an Indian Ferris wheel, Bioscope, DJ set, Chaff cutter, milk containers, bicycle, fruit and vegetable crates were scattered around with a pop art type backdrop showing a stylized version of elements from life in an Indian small town.
The launch created quite the stir. The media and other stakeholders were left mesmerized throughout the event and the unveiling created a huge buzz with the media keen to capture the vehicle in the unique and vibrant setting of the Multix World.
Client Quote-
“The Multix launch was more about launching & seeding a concept rather than the traditional route of launching a vehicle. Cheil did a commendable job of understanding the challenging brief and executing it in a manner the audience was able to understand & appreciate what Multix and its world stands for”- RadheshVerma, CEO, EPPL.
Mountain Dew Jaanbaaz Consumer Activation
Brief-Mountain Dew as a brand is known to celebrate the bold and adventurous spirit of the youth. The brief given to Brandwidth by the client was to create a unique property that would make Mountain Dew synonymous with alternate sports and strengthen the brand’s connect with its target audience by encouraging them to overcome their inner fears and emerge victorious. Mountain Dew also wanted the property to be the driving force behind the sales driven consumer program that it planned on executing in 9 states of India, wherein Mountain Dew would be sold at a discounted price of Rs. 5/-
Agency-Brandwidth Events
Brandwidth decided to use the ‘Darr Ke Aage Jeet Hai’ approach for the on-ground activity for Mountain Dew. A touring stunt biking show was conceptualized as the campaign and 9 teams, making up a total man force of over 190 people including stunt biking professionals travelled through 9 states engaging audiences.The activity saw a mix of stunts performed by the professional stunt bikers& a few daring audience members who decided to challenge their fears. One interesting aspect of the show was the bikers back stories that formed a direct connect with the brand – Mountain Dew and its relevance in them pursuing their passion for stunt biking.
The campaign covered 9 states, 320 locations across 200 towns. 1,050,000 bottles were sampled at promotional price of Rs 5. In total, collectively over 190 people travelled over 15,000 kilometers to make this activation possible.
Client Quote-“Jaanbaaz was Mountain Dew’s biggest activation till date. The objective was to reach 2 million consumers through a choreographed stunt show, thus highlighting the brand‘s essence of overcoming fears. The response was amazing. More than 1 million bottles were sampled. Taking the action tour to the next level would always be our objective thus creating experiences like never before for our audience”- Nitin Bhandari, Associate Director- Marketing, Mountain Dew.
(The article has been extracted from BW APPLAUSE)
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