Baggit, one of India’s handbag brands recently launched its digital campaign #PlayTheLifeGame. The campaign celebrates the many facets of a woman and Baggit as a brand complements each facet of her with its eclectic collection of bags. Therefore giving women the choice and the freedom to be what they want to be in the game called life. Baggit’s Play the life game campaign is an extended part of the core thought of Play the Life Game. The digital campaign is a part of this thought. The campaign kicked off on 9th May 2015, Saturday and within the 15 minutes of the launch the PlayTheLifeGame hashtag was trending on Twitter across India on the 3rdspot. The digital campaign was aimed at driving up visibility and engaging the target audience in a fun conversation showcasing the many moods of a woman along with SS15 collection of Baggit. The entire campaign tied in to a call for action on the Baggit website for purchase. The campaign included a series of interactive films which were divided into different expressions – one for each mood- Carefree, Liberated, Feisty, Naughty, Determined, Daring & Offbeat. One can select the mood according to her choice. At the end of the video one has to nominate a friend who you think is having the same mood. This lead to a lot of tags and conversation on the social media pages of the brand. Commenting on the campaign, Vicky Ahuja, Director Sales & Marketing, Baggit said, “We have been overwhelmed by the response that the campaign has received. The conversation and pace of the campaign has kept us on our toes. It’s not only interesting but really cool to see the amount of fun and engagement that the audience is having with the campaign. Plus it has been really effective for the brand and fits in perfectly with our campaign messaging.” The campaign spans over six weeks. Within the first few days it has got a good start, but there’s more on the cards over Baggit’s various social profiles. Jack in the box, Mumbai took over the digital duties of Baggit India from 9th May to launch the Baggit Spring Summer Campaign 2015. While there were updates on Facebook about the videos and the nomination, there was quite a buzz generated around #PlayTheLifeGame as followers tweeted about, watched and shared the different mood videos. Moments after the launch of the activity, #PlayTheLifeGame trended in India.
Read More
Cricket Association for the Blind in India (CABI) affiliated to Paralympic Committee of India (PCI) and World Blind Cricket (WBC) recently announced Indian Blind Cricket Team’s Tour to England for Bi-Lateral Series and Bahrain for friendly matches. England and Wales Cricket Board (ECB) have invited Indian Blind Cricket team to play 3 T-20 and 3 One Day International matches in England from May 24th – 31st in England. While Men in Blue will be in Bahrain from 1st- 4th June 2015. The team will arrive in India on 5th of June. The team has been practicing in Valsad, Gujarat since 18th May and is all set to take on the English. Taling about the series Captain Shekar Nayak said: “The team is well prepared and is in good form. Recent experiences of playing zonals and earlier World Cup wins make me confident of a win in the Bi-lateral series too. We have a good coach who has been working hard with us and the boys are very determined.” Mahantesh G Kivadasannavar General Secretary, CABI said: “The proposed tour is very important as the champions are playing first international tournament after the World Cup victory. This will be a good preparation for the forthcoming 2nd T20 World Cup for the blind in 2016 . We are going to host it and hoping to organize the tournament in multi cities at a grand scale. It is a great honor and pleasure that Ms. Caralisa Monteiro popular playback singer from Bollywood and exceptionally good sports person herself has kindly agreed to be a Brand Ambassador for CABI. I am sure her association with us will boost our image and bring lot of support from various quarters including Bollywood.” Caralisa Monteiro, Singer and Brand Ambassador, CABI said: “This is a really special day for me to be a face of CABI. I am feeling proud and honored to share the stage with these real life champions. I am sure they will repeat the history and will make us all proud again. I humbly appeal all the Indians to once again cheer their heart out for the Men in Blue”.
Read More
Cricket lovers all over the country had one more reason to enjoy the on-going cricket season reached in its final leg. Ola, mobile app for personal transportation and the official cab partner for 5 IPL 2015 teams recently announced that it has tied up with Hard Rock Café India to offer every customer a free drink / beverage during the semi-finals when they take a ride to the Hard Rock Cafe outlets in their city through the Ola app on May 22nd. As part of the offer the customers simply had to flash their trip invoice on their phones to get their free drink/beverage. Hard Rock Cafe also created dedicated zones to screen playoffs during the final match. To participate, customers had to enter the code ‘Matchnight’ in the Ola money recharge screen. A few lucky fans also got access to an exclusive all expenses paid treat at Hard Rock Cafe outlets during the finals. “This cricket season has been a great success for brand Ola through the association with five IPL teams. We have been able to engage with cricket fans like never before, with our Twitter and Facebook campaigns this season. Through our partnership with Hard Rock Cafe, we aim to take this engagement to the next level. We are now offering our fans a chance to enjoy the last few matches in style by being a part of the private screening of the match at Hard Rock Cafe in their city. We will ensure they have a great experience during the all-expenses paid evening dedicated to the love of cricket, at Hard Rock Cafe”, said Sudarshan Gangrade, Vice President – Marketing & Alliances at Ola. Vikram Varma, Associate Vice President – Marketing, Hard Rock Cafe India said, “We are happy to join hands with Ola in their efforts to pamper cricket lovers. We will ensure that Ola’s guests have a great time with us in this last leg of the exciting cricket season.” Along with ensuring that customers have a good time during the cricket season, Ola also enabled deserving drivers to watch their favourite player play. Basis their performance & passenger rating drivers were chosen across the country & were given free hospitality tickets so that they could watch matches along with family & friends. Md. Mohsin Khan, Driver partner at Ola Mumbai said, “Cricket is my passion & I have always enjoyed watching it but never got a chance to go to the stadium. It has been difficult to find time amidst driving but I was overjoyed when Ola gave me tickets to watch the match with my family. Watching it on TV is good but seeing it live was a dream come true for me. I could watch it around my duty timings so I didn’t lose out on business as well. This has just motivated me to perform better & win tickets next year also!” Ola had also announced the launch of its “TypesOfFans” social media campaign. The campaign, which was live on Facebook and Twitter, offered a drivers’ view of the different types of cricket fans that they get to travel with during this IPL season. The campaign was been conceptualized and created in-house by Ola.
Read More
Percept Live, the promoter of dance music festival, Sunburn, has recently announced the dates of Sunburn Goa, which has grown into one of the world’s largest music festivals and will now be a 4 day event. The festival will be held on the Northern shores of Vatagor, Goa from 27th – 30th of December 2015. A highlight this year will be incentive this year is the ticketing policy where fans can avail the payment-in-installments scheme – 50% at the time of booking and 50% within a period of 45 days. An incentive, which has never been offered by any music festival, making Sunburn once again, the thought leader. Also this year you get 4 days of Goa festival for the price of 3 days since the net pricing has been kept the same as last year for the fans. Gear up for another sun soaked year in Goa as the early bird tickets for sunburn Goa, will go live exclusively on www.sunburn.in on 27th May 2015 from 12 noon onwards. Sunburn attracts multiplied audiences year after year from different nations with it’s’ credibility built on the pillars of massive audience patronage. This is the 9th edition of sunburn goa which aims and promises to deliver the world’s best in technology, music and production in a great web of artistry. The first ever Sunburn festival in 2007 attracted a crowd of 2,000. Last December, Sunburn Goa was attended by almost 3,00,000 people. In 2014 alone, 96 Sunburn events were held across India; overall 7,00,000 people attended them. Over the last 8 seasons, Sunburn has hosted some of the most adept artists including Above & Beyond, Afrojack, Armin Van Buuren, Avicii, Axwell, Carl Cox, David Guetta, Deadmau 5, DVLM, Fedde Le Grand, Hardwell,Knike Party, Krewella, Nickey Romero, Paul Oakenfold, Sander Van Doorn, Sasha, Swedish House Mafia, Tiesto etc. Music lovers can expect to witness a festival unlike any other as Sunburn Goa 2015 gears up to present an all encompassing experience that will see a cosmic mash of dance music genres, state of the art experiential zones and phenomenal production spanning over 5,00,000 sq. mts. of mountain top venue at Vagator, making this an extravaganza of mammoth proportions and maintaining its reputation as a must-attend festival for any EDM enthusiast. Some of the Highlights of Sunburn 2015 are; MASSIVE PRODUCTION: Each stage with its own creative concept and technological innovations, will reflect some of the ace production design teams from around the world. And, the main stagewill be one of the biggest stages in the world. A super-mega-stage, the Sunburn Goa main stage is set in a beautiful natural amphitheater, redefining – in size, creativity and drama -that’s how India puts on a show for the world. With numerous artists and over 300 hours of music across stages and eventsincluding trance, house, electro, techno, drum & bass, psychedelic and experimental FAN VILLAGE: Watch out for meet and greet contests to win a chance to enter the largest Artist Village in Asia and meet your favorite DJs! FOOD COURTS: Elaborate food courts emanating with delectable local flavors to keep you nourished and ready to dance and reconfigured bars to activate the adrenaline rush. The bars this year will be set up in interesting formats and designs as well as will have exciting cocktails for the fans. ON-SITE CAMPING: For those really adventurous souls that don’t want to miss a single beat, camping on-site takes the festival experience to the next level. LEAVE NO TRACE: This activity is undertaken in the interest to keep the city clean and to avoid the harm caused to the natural environment of Goa. Sunburn is all about eco-friendly activities. 40 + EXPERIENCE ZONES: Sunburn Cruises to take a break from the music and catch the beautiful sunset. For those really adventurous souls that didn’t want to miss a single beat, Helicopter Rides will help you catch a breathtaking aerial view of the festival. An 80’ Ferris Wheel for fans to witness a 360 view of the gigantic venue with the music, with a breathtaking view of the Arabian Sea on one side and the hills on the other. Dream Wall for fans to lock their dreams using sticky notes. Bungee Jumping, Hot Air Balloon Rides, Kite Flying, Open Library, Movie Theatre, Sunset Point, Tattoo Making, T-Shirt Printing, Art Village, Tarot Reading, Volley Ball, Football, Stilt Walkers, Go Pros, Spider Cam, Para Copter, Performers-Fire Acts, Jugglers, the catalog goes on. FLEA MARKET: This year, Sunburn Goa will have more than 80 stalls catering to delectable gastronomy and indigenous lifestyle products including giving an impetus to local specialties. UNLIMITED PARKING: The size of Sunburn’s new Vagator home, allows a guaranteed spot for each and every car, motorbike, bicycle, camel, horse or whatever else you want to ride in on, right opposite the venue! AFTERPARTIES: Since we are smack in the center of North Goa, fans will be spoilt for choice with manifold options to choose from. Catch your favorite artists play a surprise set at multiple after dark parties in and around North Goa. Connecting serious music enthusiasts directly with the artists they love Sunburn is no doubt set to become a sanctuary for forward-thinking music fans looking for life-affirming experiences. Maintaining a healthy balance between popular and underground music, Suburn promises to be a festival for the true dance music fan, for whom music is a way of life. It’s time to take a break and leave your world behind. Welcome to Planet Sunburn. Be who you want to be. This is your festival. LIVE. LOVE. DANCE.
Read More
The Shopping Fiesta at DLF Emporio this year will be held as a month long activity inviting shoppers to win gifts and have an engaging retail experience. The Shopping Fiesta is slated to start from 10th April to 5th May 2015. The excitement will continue as guests’ will be pampered with special services such as Beauty Treatment by Amatrra Spa, Salon services by Three Graces , Tarot Reading, Caricature, Palmistry, Astrology and Numerology sessions by renowned professionals on Tuesdays and Fridays. Patrons who shop for INR 25000 and above will be eligible to win designer gifts, hampers and vouchers. On this occasion, Dinaz Madhukar, Senior Vice-President says, ‘”We at DLF Emporio endeavor to create memorable experiences for our guests that go beyond just shopping. We are delighted to present DLF Emporio Shopping Fiesta and welcome all our patrons to a month long festivities to indulge and pamper themselves.
Read More
Iconic youth brand, MTV is all set to uncover stories from every campus across the country with MTV Campus Diaries. Last year, MTV had launched a massive college connect program to dig into what makes college life fun and partner with youngsters to turn their campus stories into legends. MTV Campus Diaries lives 365 days across 200+ campuses through monthly engagements, vignettes on TV, microsite and also has presence on Facebook that feeds in continuous chatter about college news and gossip. With the new academic year kicking in, MTV has unleashed a series of fun engagements across cities and colleges including dance-mobs, fresher’s parties, college face-offs, celeb-diaries and many more.Everyone thinks that their college is the best. MTV Campus Diaries salutes this college pride and just finished fundance-mob-face-offs across the country. Over 50 colleges took part in this face-off challenge and youngsters took to street to show off their best dance-mob moves. With the closure of admissions, MTV kicked in more excitement through multiple fun fresher’s parties. But, MTV believes that only deserving should enjoy the prize; hence, the college had to earn their own MTV Fresher’s bash. Students needed to be creative and share their idea of coolest fresher’s bash to impress MTV. And, MTV did get impressed with 4 colleges across 4 cites and hosted the craziest fresher’s bash for the winning colleges across Mumbai, Pune, Kolkata and Ahmedabad. In Pune, MTV Campus diaries created a fun-filled soiree for the youth with an exciting ‘Beach Party’ theme for the students ofWadia College. Similarly, Kolkata saw a vampire themed ‘Fang Out’ Party held for the students of JD Birla College. Ahmedabad’s Nirma College students got on their swag with a ‘Royal’ themed party while Mumbai’s KJ Somaiya college students partied with superheroes. MTV VJs Gaelyn and Jose brought the parties alive by playing ice breaker games with the freshers and gave away a lot of exclusive MTV Campus Diaries merchandise. These parties were covered on TV as well as digital. Several fun games at the parties like Selfie-Centre provided for real-time interaction with social. Speaking on the concept behind MTV Campus Diaries, Sumeli Chatterjee, Head – Marketing, Media and Insights, MTV India said, “Campus life is one of the most important phases in everyone’s life. College happens to youngsters when they are stepping out of frolicking teenage life and stepping into the adulthood with a strong desire to carve out a name of oneself. Well, it is off course obvious why we all remember and cherish our college days, events and friends. But, in a country that has 2nd highest number of students enrolled in universities across the world, we do not have an unifying platform that allows the college-goers to connect and collaborate all 365 days in a year. Most of the collaboration and exchanges wait for the college fests; which are all bunched up together during one half of the year. While the world is connected 24X7 on social media, there is no formal platform that connects the colleges. This is exactly the thought that was the genesis of this massive program MTV Campus Diaries. MTV Campus Diaries connects the dots between colleges, it allows them to create with MTV, collaborate with each other, showcase their talent and legends; all this with oodles of fun and quirk in MTV style. Adding further to the initiative Sumeli says, “As marketers, we always think about college connect to be restricted to college festivals. MTV Campus Diaries goes way beyond that, we mirror the college curriculum and build on that. MTV Campus Diaries is about weird traditions, crazy lingos, college gossip, friendships, the classes and the bunking and all things in between. In the next academic year, we will add more madness to the admissions season and continue our quest to unearth the untold stories from each college. Besides reaching out to 300+ colleges, we extended our presence to Facebook and Twitter last year. This 2 way dialogue will also see a larger play in the coming year. But, what we are most proud about is the Wacky Wednesday – every Wednesday MTV dares the college to add some wack-quotient to their daily routine. This academic year, Wacky Wednesday will add more quirk and dare to the challenges. With new challenges every week, multiple prizes and over 2 lakh participants, #WhackyWednesday became the buzzword in colleges.”Wacky wed is in its 28th Week now.“ MTV Campus Diaries is active each of the 52 weeks in a year, across 200+ colleges across on-ground, on-air, online or on-mobile. A fun filled college connect initiative which truly is 18 at heart, MTV Campus Diaries if a platform for college students across the country to talk about their lives, their loves, their struggles – and more importantly, about how their campus life is going to be the stuff of legends! A sneak-peak of MTV Campus Diaries http://www.mtvindia.com/campusdiaries/b-lue-mtv-campus-diaries-bits-pilani-goa-videos-228-100209374.html
Read More
India’s definitive dance music experience, Vh1 Supersonic, is all set to woo dance music lovers in the country with super special priced early bird tickets, sales for which opened on May 27 at 12 noon. In its third year now, Vh1 Supersonic Goa 2015 promises to be a much grander affair than ever as the festival is all set to widen its audience base by introducing never-before-heard-of offers on tickets including the opportunity for music lovers to block tickets at 20% of the total ticket amount now and paying the entire amount in September, thus allowing more people to have access to the Vh1 Supersonic Experience in Goa. The four days long event, which promises to host a star-studded line up of dynamic artists from across the globe will be held from December 27 – 30, 2015 on the shores of the Candolim beach in Goa. Building on the last year’s success where approximately 100,000 dance music fans found heaven on earth at Candolim beach, Last year renowned artists like Paul Van Dyk, Dash Berlin, Above & Beyond, Infected Mushrooms, Roger Sanchez, Carl Craig, The Chainsmokers, Stanton Warriors, Dillon Francis, BL3ND, FUNKAGENGA, HOOK N SLING, MARK KNIGHT, MAT ZO and many more performed at Vh1 Supersonic, turning up the level of excitement and energy on the sultry sands of Candolim beach in Goa. Vh1 Supersonic 2014 featured not only music, but also art installations, flea market, onsite library, Zumba lessons and much more. Last year, the response received was fantastic and the musicoholics can expect the levels of decibels to go higher this year. Commenting on the launch of ‘Early Bird’, Mr. Jaideep Singh, Sr. Vice President and Business Head, Integrated Network Solutionsays, “Last year was fantastic, we felt so connected with our fans who attended the festival and the bond will only grow stronger this year. We have been inspired to make Vh1 Supersonic bigger and crazier than before and would like larger audience to experience the festival. The ‘Early Bird’ will allow Supersonic Lovers to plan for the festival in advance and hence we have kept the pricing competitive for larger audience to attend. This year, we want more people to experience Vh1 Supersonic in all its glory which is why we are by introducing exciting offers on tickets including the opportunity for music lovers to block tickets at a nominal fee now and paying the entire amount closer to the date of the event.” Vh1 Supersonic is not just the year end festival is an experience that is now pan throughout the year. LIVE Viacom18 is also planning to have 50 Club Nights, 50 Campus 101, 18 club cast and 9 Vh1 Supersonic Arcade all culmination in to one mega festival in Goa. Conceptualised and organised by Live Viacom 18, Vh1 Supersonic 2015 promises the audience to take them on a joyous musical ride and make them groove to the music of their favourite artists. Vh1 Supersonic 2015 Early bird tickets are live at www.gosupersonic.in.
Read More
Like all the other notable brand categories sports brands too have been long trying to charm their target market through diverse experiential initiatives. While some international giants are in the process of launching their own intellectual properties for a stronger connect, many others are still trying to figure out how to put the best foot forward in this segment. With that being said the sports products category in India seems mainly to be dominated by multinational brands such as Puma, Nike and Adidas. Not only are these brands trying significantly hard to capture the majority market of the India through hard sell but these are also consistently experimenting on the experiential front by launching unique and diverse concept driven experiences. Nike, Puma and Adidas have all been closely associated with sporting event at regional and national genre in the past but recently the sporting war of experiential has gotten far more interesting. In terms of brand association Nike and Adidas seems to be having an upper hand as they have a history of associating themselves with international football leagues and the infamous cricket frenzy in India. Since the two brands have been in the Indian market for a considerably longer time than Puma hence their connect and goodwill among the prospective consumers acts as a boon for them. Also among individual campaigns and initiatives Nike been the most active in organizing small and mid-level activations among malls in the urban markets of the country. Puma on the other hand has been instrumental in creating its own IP Puma Urban Stampede which is highly successful challenge that targets the corporate working environment in the country. Adidas too seems to closely following the both with a distinctive strategy at its play. With the recent launch of its new store in relation with the Sunburn festival it is clear that Adidas wants to target the urban crowd but in a different approach altogether. Also with initaitives like Squash master class with Deepika Pillai and Golf Skool initiative that aims to promote golf as a primary sport among the younger generation Adidas has clearly established itself in a segment that experientially appeals to the a separate segment with ATL consumers. Speaking of brand ambassadors it is Puma which has always tried to innovate itself and remained ahead of its rivals. With separate brand ambassadors such as Lisa Hayden and the international athlete Usain Bolt being roped in for different initiatives of the brand Puma has truly managed to build in a strong presence amongst the audience who follow national and international celebrities. Nike too had a history of signing brand ambassadors for endorsements but the use of such celebs in experiential ventures are limited in the country. Adidas too has followed suit are though they have executed some magnificent experiential campaigns outside India. They are yet to come up with something out of the box in the country. So who leads the sporting war of experiential the country currently? Well from the current view point it is Puma who seems to be racing ahead at the constant pace but with some innovative experiential campaigns executed in the past it is only for time to tell how expert and experienced brands such as Puma, Adidas and Reebok hit back with a series of diverse experiential initiatives of their own.
Read More
