Candid Marketing, is currently executing an activation campaign for Godrej Kala Hit as Godrej Consumer Products Limited has undertaken awareness campaign #HarKoneMeinDanger as part of its marketing activity for Kala Hit. The campaign kicked off with an event at Delhi on August 18, World Mosquito Day. The event was attended by Ravinder Gupta (Mayor of North Delhi Municipal Corporation) & Sunil Kataria (Business Head Godrej Consumer Product Limited). Gupta and Kataria jointly flagged off the Godrej Kala HIT canter, which is a 4000+ km drive from Delhi to Bangalore with the objective of educating people about Dengue. On its way to Bangalore, the HIT Van will demonstrate how HIT - Track the Bite app can help people stay informed and safe from Dengue. The canter activity began on August 22 and will travel across 15 cities over a period of 8 days. Three teams will go from city to city in a fabricated HIT van. The first team will leave from Delhi and will conduct the activity in Delhi, Agra, Gwalior, Jhansi, Rewa and Nagpur. The Mumbai team will go from Mumbai to Nashik , Surat, Vadodara, Indore and Nagpur. The third team will manage the activity in Bangalore, Tumakuru, Devangere, Hubballi, Kolhapur, Pune and Mumbai. The activity has so far received an amazing response from the consumers. Commenting on the activity, Mr. Mihir Shah, VP-Client Servicing, Candid Marketing said, “We are associated with the brand since a very time long & understand the core objective of the new campaign , We have managed the campaign right from being part of ideation, designing to execution thereby providing a complete package, identifying the right strategic locations for engagement. Idea was to communicate to the consumer that Desh ke Kone kone se machhar ka safaya by using KALA HIT. Innovatively designed vehicle attracted lot of eyeballs & overall response from the target audience is also very positive.”
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Known for attracting a large number of audiences in their best possible mood, music festivals are breeding grounds for creative brand activations. By creating experiential initiatives in and around these music festivals not only do brands get an opportunity to showcase their fun element but also get a chance to truly reach out to potential consumers when they are in the mood to experiment or submit themselves to an experience. Be it Lollapalooza, Coachella, or Bonnaroo, music festivals have been closely associated with brand activations for years now and this time at EE, we share with you the top 5 brands that used music festival brilliantly to create brand experiences. Coachella Lacoste Live Desert Pool Party Can there ever be a more lethal combination than that of a pool party and cutting edge music? Well at the fourth edition of Coachella, Lacoste helped create this combination through the ‘Lacoste Live Desert Pool Party’ at a private estate near the festival grounds. The production work of the festival was done by Made With Elastic and the event included an activity installation that invited guests to shoot paint-covered tennis balls at a massive polo shirt called “Polo Gigante.” The activation saw a large number of crowd coming in to get the best of both worlds. Samsung at Lollapalooza Lollapalooza 2013, witnessed 300,000 fans coming in from all nook and corners of the world and 130 music acts being performed at the Grant Park in Chicago from August 2 to 4. Samsung as a brand utilized this great opportunity to enhance the festival experience of attendees by creating a Samsung experience center here. At the "Samsung Galaxy Experience," Samsung offered henna tattoos on festival grounds. Guests could pick a design from photos displayed on the Galaxy S 4 and Galaxy Note 8.0. At another station, flower wreaths were available that could also be customized by choosing designs on the phone. Glad and Keep America Beautiful at SXSW The 2013 South by Southwest music, film, and technology festival ended on March 17, with an around 150,000 people turning out to be a part of the 10-day event extravaganza. Plastic housewares brand Glad and Keep America Beautiful partnered at the festival to create immersive and unconventional experiences at the same. The brands installed 13 trash, compost, and recycling areas, collecting much of the festival's waste and illustrating the premise of keeping America beautiful plus adding another layer to the activation, artist Jason Mercier created a mural of America made from SXSW trash, the digital prints of the which were available for download. Heineken's at Coachella Valley Music and Arts Festival Coachella valley music and arts festival returned to the Southern California desert in April, 2013 and around 80,000 people congregated to join the musical festivities. The music festival was also hugely popular for a lot of brands who wanted to utilize the opportunity through experiential but among the 9 brands that executed an activation it was only brand Heineken that truly stood out in the crowd. Heineken's activation at the festival included a cold storage for cases of festivalgoers' beer, which was tracked using a fingerprint scan and kept cold until guests were ready to imbibe. V Squared Labs also created the visuals for the brand's dome on the festival grounds which received a thundering response from the audiences an added a magnificent visual element to the event altogether. Ford at Bonnaroo More than 80,000 music lovers gathered at the Bonnaroo Music & Arts Festival on a 700-acre farm in Manchester, from June 13 to 17. To showcase the spirit of the musical genre garage rock, Ford created a garage in the middle of the festival for its Fiesta Garage. While the festival saw Bands like Maps & Atlases and the Rubens performing, the garage created by Ford allowed the attendees to enjoy the festival by sitting in mismatched armchairs and other elements. Also available were free customized T-shirts from the brand and iPads to browse the Internet and to upload photographs.
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The second edition of the Embassy Pedal for the Planet corporate cycling event organized by Embassy Group, , saw a participation of 550 cycling enthusiasts marking this unique cycling event as a well conceptualized, green initiative to encourage cycling to work among corporate in Bangalore. This edition of Embassy Pedal for the Planet event was also aimed at supporting the education of government school children in the city. It generated close to Rs 3 lakhs through registrations besides goodwill and support from various sponsors. The registration fee collected will be donated to the NGO, Colors of Life that works with the Embassy Group education initiative to support 2100 children across 10 government schools in the city. The corporate cycling event saw contestants from companies like HP and Samsung sweat it out at the Embassy Manyata Business Park from 6.30 AM. Embassy Pedal for the Planet seeks to boost cycling as a healthy alternative to get to work and encourage green living. Jitu Virwani, Chairman and Managing Director, Embassy Group, “We are delighted with the impressive turnout for the second edition of our event. Pedal for the Planet emphasizes the sustainability initiatives adopted by Embassy and we plan to set-up an in-house platform to encourage cycling enthusiasts within our business parks to interact and share common interests.” There were 4 race categories with a route distance of 6 km for the CXO Race, 10 km for the Individual Race, 8 km for the Team Race and a Fun Ride of 4km which was open to all the participants. The CXO Race saw a close finish with Rajesh Krishnan, VP, Memory Division, Samsung India winning first place. Divyam Singh from Momoe won the Individual Race, followed by runner up Ashok Kumar, HP Enterprise. While the Team Race category saw team Swaroop & Anthony finishing first. There were exclusive prizes given to the winners and runners up of all of these races.
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Food Port, a food company that promises to deliver fresh, chef made meals right to your desk had their first activation executed at Cyber Hub recently. The activation which was conceptualized and designed by Chuo Senko focussed on promoting FoodPort Mobile App that will make it easier for people to order fresh food delivered at their desk.This activation was the first for FoodPort and it garnered tremendous response for the company. “We received excellent response from TG / download and orders exceeded our expectations on Day 1 and we are excited about the prospects of doing it in other locations of Gurgaon. It will be series of activations that will happen in different Office complexes, Malls, RWA and Market Places in Gurgaon” – Utpal Das/ Group Director: Chuo Senko Advertising IndiaPvt.Ltd.
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The 14th edition of Genesis Foundation’s fundraiser CEOs Sing for GF Kids,was held with musical relish in Bengaluru recently at ITC Gardenia. Fourteen (14) CEOs of India Inc. donned the mic of rock stars and sang for a cause – to Give Life a Chance! The evening began with the world jazz and Indian fusion band MoonArra setting the tone with their Indian classical and jazz fusion performance. The benchmark for the evening was set high and the audience settled in for an evening of musical excellence. One by one the CEOs came up to the stage and took the audience on a roller-coaster of music that went from the magic of English soul, the energy of rock to the nostalgia of Bollywood oldies and the thrill of latest hits from the Indipop charts. “I have flown all the way from Delhi to Bengaluru to support Genesis Foundation in the outstanding work they are doing. Though my association doesn’t go back long, it is a cause, where there are so many kids in need of help and I will keep supporting year on year,” said Ajay Kaul, CEO, Jubilant Foods, one of the star singers of the evening. Arati Rao, Founder, B-Flat, said, “I have been associated with Genesis Foundation for four years now, and I am proud to be a part of it. Today I am performing a classic, soft rock number. Genesis Foundation passionately helps critically ill children and their sincerity is infectious. I am extremely thrilled and excited to be part of this noble cause.” Dr Thomas Chandy, CMD and Chief of Orthopaedics, Hosmat Hospitals, another long-time ally of the Foundation, said, “I have been part of this event for many years now. I have a passion for music. The reason I chose this event over others is that it combines three aspects that resonate with me—music, charity and the specific cause of the treatment of critically ill children. It is heartening to see that Genesis Foundation, irrespective of the cost of treatment, takes initiative.” Speaking at the event, Prema Sagar, Founder Trustee, Genesis Foundation expressed her gratitude and delight, “Every time we have CEOs Sing for GF Kids here,there is always an energy inBengaluru that makes this evening take on almost magical proportions. The talent of the CEOs is amazing, and as always, we are grateful to them for taking the time out to sing for the cause of supporting the treatment of critically ill children. Their performances were really nice and it’s great to see them take their passion for music so seriously. The cause, the passion and the energy—all made for a very enjoyable and meaningful evening.” In this unique fundraiser, supported by Pernod-Ricard, Britannia and The Himalaya Drug Company, the participating CEOs demonstrated their singing talent with their repertoires ranging from Neil Diamond, Elvis Presley, Beatles, The Eagles and Julio Iglesias to Kishore Kumar, Atif Aslam andBollywood oldies!
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HCL yesterday announced the 13th HCL Bridge Championship to be held from August 20-23, 2015 in New Delhi. Around 400 bridge players will be participating including 75-80 teams in the tournament that will span over four days and will be held at Hotel Country Inn in Sahibabad. The HCL Bridge Tournament was launched 12 years ago and currently is the largest prize money tournament in bridge in India. Total prize money for the tournament is Rs 16 lakhs across various categories. The tournament has seen participation from several international teams in the past including South Asian teams like Pakistan, Sri Lanka and Bangladesh and other commonwealth countries like Australia, South Africa, Canada and England. A team consists of a minimum of 4 players and a maximum of 6 players. The current tournament will see participation from members of Indian contingent at the World Bridge Championship in various team games. Participating teams include Team Formidable captained by Mrs. Kiran Nadar, Dhampur Sugar Mills, Bangur Cement, Poddar Developers, Team Arun Jain and Team Aristos, among others. Announcing the tournament, Kiran Nadar, Director, HCL Corporation and an international bridge player, said, “Bridge is a mind game that demands strong strategic focus and quick decision-making abilities. This resonates very well with a knowledge-intensive organization like HCL and this make Bridge a natural fit for HCL. Additionally, bridge needs organized support for the game to be played in the future and HCL stands committed to the game. We hope to make HCL Bridge Tournament larger in future with increased international participation.
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AAS a NPO in Delhi/NCR had organized an event with Punjab’s leading entertainers to create awareness about Cervical Cancer, Save Girl Child & Educate the Girl to mark the Independence Day celebration with Punjabi Tashan. The event was marked by the presence Gippy Grewal, Kainaat Arora, Ammy Virk, Deep Money, Dilbag Singh, Ashok Masti and Shankar Sahney who enthralled the audiences with their musical performances in a live concert. Dilbaag gave musical salute to the nation with a famous patriotic song “Mera rang de basanti chola” and concluded by Gippy Grewal with a Punjabi Song. With over a 3000 spectators the show was well received by the audience with many foot tapping numbers like “Angreji beat pe”, “Ena vina dope shope marya karo”, “Chammak Chhallo” and many more. Gippy Grewal extending his support to the cause said, “This is really a very important issue for me on a personal level, I would request all my fans that they should give priority to the health and safety of women in India. I am thankful to AAS that they have given me this platform to express my concerns on this matter.” On this occasion Mrs. Varsha Goel, President, AAS said, “ Issues related to girl child are numerous and covers many aspect of her wellbeing and being a girl she is the one who educates the next generation of the society at various levels hence her education, her safety are our priority. We are glad that we are promoting few bright ones by taking care of their education and would want to extend this to other under privileged girls.”
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With an event debut in 2014, Hindustan Times GIFA (Great Indian Football Action) is back in 2015 on demand from readers, viewers and participants alike. A four week long tournament held in Delhi NCR the event will see 200+ teams under two divisions – under 13 and 13-18, battle it out on the fields to bring glory to the localities they represent. “GIFA is the largest inter neighbourhood football tournament. We conceptualised it to drive outdoor sports and build bonding amongst people and localities. The overwhelming response we have gotten for HT GIFA shows that in this age when everyone is hooked onto their smart phones, there is a need for such platforms in the market. The innovative football stadium-shaped outdoor we have done for HT GIFA with Social Street brings the spirit of the sport alive through its innovative design” Says Ashu Phakey, Business Head, Delhi NCR HT "Coincidental with this year’s GIFA was the launch of The Social Street in the country. We are already a formidable presence with offerings across all modern communications formats such as Digital, Retail, Activation and Out of Home and have cornered generous size of market goodwill and business in our maiden month. The team in Delhi and Hindustan Times have been old partners over many campaigns and the brief to take GIFA 2015 to heightened awareness levels was a natural fit for our desire to bring enhanced value to the table of an old association” said- Subhashish Sarkar, TSS. “The idea was to execute, within limited budgets, an Out of Home campaign, that generated enough conversation to carry the event awareness beyond readers, participants and last year’s visitors. Carefully selected locations along all connecting routes between Delhi and Gurgaon, a 3D football stadium in mid-air and footballing action in relief leave no one in doubt of the size of the event. The stadiums themselves were fabricated overnight with artificial turf and LED cluster lamps to mimic the real thing in as much detail as possible. The resulting installation is visually so different from large distances, that travellers are bound to stay eye-locked on it till they are close enough to read the event description. We thank Hindustan Times for the opportunity and the support”-said Madhav Joshi, TSS
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