UTV Action Telugu gives mall-goers a 'rocky' ride

By Surina Sayal , afaqs!, Mumbai | In OOH News | September 05, 2011
Two action-packed brands created a rock climbing activation for mall-goers in Hyderabad and Vishakhapatnam over the last weekend.

In a bid to bring the ultimate action experience to its audience, UTV Action Telugu organised an exciting weekend of rock climbing in Hyderabad, in association with HUL's Sure Men deodorant.

A specially created area, called the 'Sure Men Action Zone', hosted the rock climbing activity, wherein a 20 feet wall was set up, giving enthusiasts an opportunity to experience high-octane action as it happened live.

HUL recently launched its Sure Men range of antiperspirants for men - endorsed by action hero Akshay Kumar - and the rock climbing activity helped push its positioning of 'No Paseena'.

The activation took place on August 27 at City Centre Mall, Hyderabad from 10 am to 8 pm, and also on August 28 at CMR Centre Mall, Vishakhapatnam from 10 am to 8 pm.

While the activation wasn't limited to men, given the nature of the activity, it saw maximum male participation. More than 3,000 people were reached, including bystanders and mall-goers, with over 400 people participating in the activity.

Kunal Mukherjee, head, marketing, UTV Action Telugu, says, "During the launch of UTV Action Telugu, we had plans to extend the channel's brand proposition by doing activities which could be directly associated with the brand and rock climbing was a perfect fit as it was action-oriented, fun and mostly male-centric."

Since HUL wanted to do product sampling, participants who completed the task within a certain time frame were given free Sure Men samples. Apart from product sampling, integrated branding was also carried out at the activity area.

Hyderabad and Vishakhapatnam were chosen as these cities are significant markets for both brands, UTV Action Telugu and HUL's Sure Men.

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