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Ferrero Rocher creates Diwali pyramid

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 24, 2014
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The praline brand has created a 17 by 23 ft chocolate pyramid in Gurgaon to bring in the festive flavor.

Move over mithai. It's chocolate time, this Diwali. As brands go all out to lure shopper with mega offers and festive packaging, praline brand Ferrero Rocher has created something very hard to miss. The Italian confectionery giant has created the largest 'Ferrero Rocher pyramid' ever built in India.

Ferrero Rocher's first giant Iconic pyramid in Gurgaon

The three-dimensional pyramid build with chocolates is spread over a two-foot wide premier base, and is 17 feet wide and 23 feet high. The pyramid is especially festive because of its shape which reminds one of the 'anaar' - a popular firework used during Diwali. The golden wrap of the chocolate also adds to the festive touch, making the pyramid seem aglow.

The pyramid, which is on display in Ambience Mall, Gurgaon, carries the communication message, 'Light up your Diwali with Gold' in line with the brand's Diwali campaign.

Says Emanuele Fiordalisi, head of marketing, Ferrero India, "Diwali is a special festival and Ferrero Rocher has launched this giant pyramid to spread Diwali joy and happiness and celebrate 'golden moments'."

The biggest challenge while building this pyramid, we learn, was the installation part. It took the efforts of over 50 experts who worked on over two nights, using ladders and elevators. Installing the lights and the golden balls (11,000 of them) was also a challenge.

More than 5,000 personalized pictures have already been uploaded and shared with shoppers. All this has been managed by the activation agency - Vibgyor Brand Services.

Sharing insights on the making of the pyramid, Dhruv Kalra, Marketing Director at Vibgyor Brand Services said, "India's largest Ferrero Rocher Golden Pyramid is an experience in itself - not only for the people who stand back to admire it but also for all of us involved in creating it. The making of an iconic structure like this required precision and craftsmanship of the finest kind, and we take great pride in creating this magnificent structure for Ferrero."

Says a Ferrero Rocher spokesperson, about the effort, "It brings us closer to our customers and helps us engage with them in a memorable way. A grand Ferrero Rocher pyramid stands for the grandeur of the brand that we are, and makes it easy for us to position ourselves in the hearts and minds of the consumer."

To make the communication more interactive, photo booths have been arranged around the pyramid, where visitors can click and print their selfies. Moreover, a contest that gives people the chance to win gifts is also underway.

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