Chhavi Tyagi | afaqs! | New Delhi, December 09, 2008
After the launch of the TV commercial featuring film actor Kareena Kapoor to promote the two new flavours of Kurkure Desi Beats – Dildaar Masala and Deewana Tamatar – PepsiCo has gone on-ground to create more awareness.
The on-ground activation, No Fun without Desipann, was kick-started last weekend at the EDM Mall in Anand Vihar, Delhi. It has been executed and conceptualised by Kidstuff, the activation arm of Mudra Communications.
Amit Bajaj, manager, business development, Kidstuff, tells afaqs!, “The brief given to us was to create a buzz, a hype around the new launches, while driving extensive sampling. We are working towards generating inquisitiveness around the brand to drive enough traffic.”
For the campaign, PepsiCo held a pitch, which saw participation from four-five agencies. The idea created by Kidstuff got the vote of the brand.
Bhagyashree Navare, business manager, Frito lay, India, speaks about the campaign afaqs!, "Every Indian youth is straddling tradition and modernity all the time. While he/she is fairly western in his outlook towards life, he/she is rooted in Indianness/desipann in the heart. Also, Indians have a way of ‘Indianising’ all things western and making them more ‘for us’. The youth calls it the ‘We are like this only’ attitude."
The activity grabs its target audience the moment they enter the shopping mall. Tags are given to visitors, which ask them to “show your desi moves like Kareena and get jhakaas prizes". After this, interested visitors are asked to come forward and dance to Bollywood music for a full minute.
Bajaj explains, “We have brought in the essence of the TVC in the activation. Also, we want people to identify with the brand by making them personify the two flavours. You get to choose which of the flavours suits your personality more, Deewana or Dildaar.”
Kidstuff has selected 20-25 popular Bollywood songs and divided them into two categories – Deewana and Dildaar tracks. Participants can pick their own song and groove to its beats. They are also captured on video after they sign a no-objection certificate (NOC). The videos are then assembled and uploaded on Kurkuredesibeats.co.in and YouTube.
Kidstuff is planning to get a collection of about 300-350 videos from every mall. The best videos, selected on the basis of comments and views garnered, will get cool prizes such as laptops. Apart from the final prizes, all the participants get either a T-shirt or a calendar with a Kurkure pack worth Rs 10.
Navare says, "For creating a viral, at back end we share the web link with the participant through email,sms or phone so that they can view their video, vote for themselves & pass it on to their family, colleagues and friends to ask them for votes, build more excitement and buzz and making others also upload their content on the microsite of Desi Beats."
The company plans to target nine malls in Delhi, Noida, Ghaziabad, Lucknow and Mumbai simultaneously over a period of six-seven weekends. The next stop for the campaign in Delhi is TDI Mall in Rajouri Garden