afaqs!

Get energised with Perk, and cheer for Kochi Tuskers Kerala

By Nandana Das , afaqs!, New Delhi | In OOH News | May 20, 2011
The main objective is to create high salience for the brand and establish the energy offer that Cadbury Perk with Glucose Energy delivers.

Cadbury Perk with Glucose Energy has associated with Kochi Tuskers Kerala (KTK), the debutant Indian Premier League (IPL) team this year, to host an on-ground activity, 'Just 20 days through IPL'. The campaign, which revolves around the theme 'energy', is taking place across various cities in the state of Kerala.

The activity has been divided into two parts -- road shows in the urban towns of Kerala, as well as activities inside the Kochi and Indore stadiums, while KTK plays the IPL matches.

The on-ground campaign is conceptualised and managed by 141 Wallstreet, a division of Bates India.

For the road show, tempo branding has been done with creatives of Cadbury Perk with Glucose Energy, and cut-outs of KTK players like Sreesanth, Ravindra Jadeja and Brendon McCullum. The tempos are travelling across cities like Kochi, Kottayam, Kozhikode, Thrissur, Thiruvanthapuram, and Kannur, to name a few.

The games being played at the road show and at the stadiums include tossing the maximum number of balls with a bat, screaming 'Kochi Tuskers Kerala', eating as many Perk with Glucose Energy chocolate bars as one can in 30 seconds, and hitting the middle stump with a ball.

Youngsters can also get themselves clicked alongside life size cut-outs of KTK team players like Sreesanth, Ravindra Jadeja and Brendon McCullum.

Every person who participates in the games wins goodies like branded T-shirts, instant-clicked photographs, and Cadbury Perk with Glucose energy chocolate bars.

The road show is a medium through which the target audience of youngsters can energise and cheer for KTK.

Talking about the brief, Vijetha Suvarna, business head, activation and rural services, 141 Wallstreet, says, "Cadbury Perk with Glucose Energy has recently associated itself with KTK. Cadbury wishes to leverage this association and conduct an on-ground activity across the state of Kerala. It also intends to interact with the people who come to watch KTK play at the stadium."

Suvarna further adds, "All communication and on-ground activities have a clear link to 'energy'. The main objective is to create high salience for the brand and establish the fact that one feels energetic after eating Cadbury Perk with Glucose Energy. We even wanted to engage the target audience with activities that require a burst of energy."

The company claims that it is interacting with over 800-900 people at each location in each city.

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