Club Mahindra adds movies and fun to holidays

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | May 28, 2012
Club Mahindra brings in Alex the Lion from the movie Madagascar 3 to interact with consumers through cricket. The mall activation will be carried out in Delhi, Mumbai and Bengaluru.

Holiday is all about exploring new things, enjoying and relaxing with family and friends.

Madagascar 3

Club Mahindra, a part of Mahindra Holidays & Resorts India, has taken its holiday experience close to its consumers by engaging them with a fun-filled on-ground activation organised at malls.

The activation, organised in association with the upcoming animated movie Madagascar 3, involves a Madagascar zone created at malls. Character cut-outs from the movie are placed so that people can get their pictures clicked with them. The highlight of the activation is Alex the Lion, a character from the movie, who interacts with the people at the mall, and plays cricket with kids and their families.

Various games and contests are organised at the venue and participants are gifted Madagascar branded goodies. Winners of the contests get preview tickets of the movie.

The mall activation started on May 26 and will continue till the release of the movie (June 8). It is being carried out at various malls in Delhi, Mumbai and Bengaluru over the weekends.

Sarita Srikanth

Sarita Srikanth, head, marketing, Mahindra Holidays & Resorts India, says, "The whole idea is to bring the holiday experience offered by Club Mahindra on-ground to its consumers in a fun way. That is why we thought to do it differently from the regular activations and brought in Alex the Lion from the movie Madagascar 3 to increase engagement with the consumers."

The objective of the activation is to position Club Mahindra as a fun-brand which is unlike the intrusive offerings of other brands. Stating the reason for using Alex the Lion, Srikanth says, "The movie is for the family and so are we. We are a product that is enjoyed by the entire family, same as the movie. We have tried to relate the fun part from the movie with our brand. In the movie, Alex and his friends go to different destinations and explore places. Club Mahindra also provides offers to its consumers to explore different places and enjoy with their loved ones."

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