Haywards 5000, the soda and beer brand from SabMiller India, has rolled out an on ground activation to engage with its audience. The brand is spreading its message to its target audience through a series of street plays held in various cities and towns across Haryana and Uttar Pradesh.
The company's new communication, Haywards Hai Toh Hausla Buland, promotes the unwavering spirit of the common man to maintain his resolve, despite the tough circumstances in his life.
The activation agency for the brand is Jagran Solutions.
The experimental marketing agency has introduced a series of street plays with a character called Haywardian. The protagonist, Haywardian, embodies the traits of a resilient and optimistic individual who has realistic ambitions and takes action towards fulfilling them. He wants to move ahead in life through fair means, believes in hard work and does not seek short cuts to achieve his ambitions.
The play depicts the story of how Haywardian maintains his optimism in tough situations and gradually moves towards the next milestone.
Ambika Sharma, chief operating officer, Jagran Solutions, says, "In the current market scenario, brands look for a communication medium where they can engage and communicate the brand proposition directly to their consumers. Street plays have been a very instrumental and effective medium in fulfilling this objective."
The activity is being carried out in Tier I, Tier II and Tier III cities in UP and Haryana, targeting consumers in the age group of 20-40 years in SEC C and D.
She adds, "The activation brings alive the brand proposition. It has been designed keeping this specific target group in mind. It reaches out to the audience and creates opportunities for engagement with the consumer, as well as delivering the brand message."
The play is devised to sensitise people to the company's marketing proposition, the concept of 'Buland Hausla' and how a common man will rise slowly but steadily if he maintains resolve despite tough circumstances. The play also highlights the merits of adopting fair means, hard work and education.
After the skit is over, the audience is asked to share incidents from their life's struggle and are presented with Haywards merchandise.
The activity, which started on June 13, is being conducted for 26 working days in Haryana and 34 working days in UP. The activity will cover 12 places in Haryana, including Sonipat, Panipat, Karnal, Ambala, Panchkula, Jind, Hissar, Rohtak, Bahadurgarh and Riwari, Gurgaon and Faridabad, and 17 cities in UP, including Kanpur, Unnao, Raibarelly, Sultanpur, Pratapgarh, Jaunpur, Mirzapur, Chandauli, Balia, Azamgarh, Basti, Barabanki, Sitapur, Badayun, Etah, Aligarh and Mathura.