Ever heard of a Roulette game outside a casino? Candid Marketing, the brand activation agency of Kingfisher beer, conceptualised an innovative engagement tool in the form of a Cricket Roulette game, in a bid to highlight and leverage Kingfisher Strong's association with the IPL.
In addition, there was also a lucky draw contest, wherein each coupon had a question to be answered, along with other details like name and contact number. Winners of the lucky draw contest got an opportunity to watch an IPL match live at the stadium, along with a companion.
Atul S Nath, managing director, Candid Marketing, says, "We understand that catching and holding the attention of the TG (target group) at bars and permit rooms is a difficult task and the challenge was to creatively engage them. Considering this, the Cricket Roulette game was a perfect fit."
The activation kicked off on April 6 and was carried out over the weekends across select bars and permit rooms across 58 cities in metros, mini metros and Tier II cities including Delhi, Mumbai, Hyderabad, Bengaluru, Faridabad and Lucknow, among others.