Holi, the festival of colours is around the corner, and Fanta, the fruit-flavoured beverage brand from Coca-Cola India, has decided to use the occasion to have some fun. It has announced the launch of the 'Fanta - Funmasters Hunt', a consumer engagement initiative, which will be rolled out in over 60 cities, across 13 states in the country.
'What will you do to make certain serious moments fun and exciting?' Well, that's the question that invites responses from consumers who wish to participate. All they need to do is to send in their creative responses to the question by calling the toll free number (1800-103-8888), and register their response through an Interactive Voice Response System (IVRS). The consumer with the most creative and interesting response will be adjudged the country's Ultimate Funmaster, and will be awarded a cash prize worth Rs 5 lakh.
Discussing the initiative, Srinivas Murthy, director, marketing, Coca-Cola India, says, "Through the initiative, we aim to bring out the fun-loving instincts and the playful attitudes of the present generation, and to encourage them to instil joy and fun into life's serious moments. Spurred on by the favourable responses to our past initiatives such as 'Fanta - Sip A taste of Friday', we took the decision to launch this initiative."
Apart from leveraging mass media, the integrated communication programme is also being supported by a range of initiatives, including out-of-home (OOH) media, on-the-ground activities, radio spots, and point-of-sale merchandise.