The 'Balmitra Chitrakala Spardha', a state-level drawing competition for children held on December 18, 2011, and hosted by the Sakal Media, witnessed the participation of almost five lakh children on a single day across 670 centres in Maharashtra.
The turnout at the event, which was sponsored by Pears (HUL), and supported by Vodafone, added value to the brands and helped them reach out across the length and breadth of Maharashtra.
In an official communiqué, Shashwat Sharma, brand manager, Pears, explains the brand connect, "Pears, as a brand, has a tradition of protecting and nurturing skin with the utmost gentleness. The brand's association with Balmitra Chitrakala Spardha reflects its belief of restoring childhood innocence through its gentle cleansing and protection."
The competition, according to the advertisers, provides a platform to engage almost five lakh children and their parents on one single day.
Sanjay Warke, CEO, Vodafone Maharashtra and Goa, remarks in a press statement, "We at Vodafone, believe in encouraging young talent to promote new ideas and creative thinking. This was an ideal opportunity for us to connect and engage with a huge mass, on one single day." He further adds that as a brand, Vodafone is always there for subscribers, and constantly engages with them in various ways; Chala Bhetu Ya - a relationship building exercise is one of the ways the brand does it. "To conduct close to 200 such programmes on a single day is a huge feat, and with Sakal's help, we were able to achieve this," he states.
For the record, the Sakal Media Group organises such events which provide a platform for advertisers to engage with their consumers. It is the belief of the media group that creating such platforms is the kind of opportunity that advertisers look for in order to connect with their audience at ground level.