Vodafone cycles with Fever FM

By Devesh Gupta , afaqs!, New Delhi | In Advertising | February 12, 2015
The telecom brand organised a non-stop static cycling campaign for 104 hours to build excitement around its second edition of Vodafone Cycling Marathon.

Vodafone India, in association with Fever 104 FM Bengaluru, recently organised a BTL activity titled '104 Hours of Non-Stop Static Cycling'. The event, being held at Forum Mall, Koramangala, commenced on February 8 and will end today.

RJs of Fever 104 FM are conducting non-stop live shows from the location with lucky listeners being given a cycle every day. A large number of people have participated in the event. The activation is being promoted using the social media accounts of Vodafone India and Fever FM, along with radio spots on Fever FM.

The creatives were designed in different languages so as to create excitement among the people of Bengaluru which includes not just natives of Karnataka, but others who have migrated to work in IT and other sectors.

The campaign attempts to set new records in the history of Indian cycling and also serves as a build up to the second edition of Bengaluru's cycling extravaganza - Vodafone Cycling Marathon 2015, to be held on March 1.

Commenting on the initiative, Atanu Batabyal, business head, Karnataka, Vodafone India, says, "We are all geared up for the Vodafone Cycling Marathon 2015 and hope that innovative campaign like '104 Hours of Non-Stop Static Cycling' will provide a significant impetus towards the main event. The campaign will engage more and more youth to take up cycling, and we are sure that the main event will witness greater involvement of people from different walks of life. With this initiative, Bengaluru as a city will be the trend-setter for any activity related to cycling."

Commenting on the initiative, Harshad Jain, business head, Radio and Entertainment, HT Media, says, "As a radio station we have always believed in offering innovative & differentiated product and this is an attempt in the same direction. This is a great property with very high connect amongst people in Bengaluru."

The cycling marathon is recognised by Cycling Federation of India (CFI) and will also be acknowledged in the National & International Calendar of cycling events.

It allows applicants to choose from across four different categories like Champion Race - 60 km; Passion Race - 40 km; Green Ride - 20 km and Fashion Ride - 5 km. There will also be a fun-filled Kids Ride for children below five years.

Event participation is open to all cycling enthusiasts. The registration can be done online at www.vodafone.in/cycling.

Vodafone India is a 100 per cent subsidiary of the Vodafone Group with operations across the country, serving around 180 million customers. Vodafone is one of the world's largest telecommunications companies with over 438 million customers in its controlled and jointly-controlled markets as of September 30, 2014.

Fever 104 FM (operated by HT Media) is available in Delhi (since October 2006), Mumbai (since January 2007), Bengaluru (since March 2007) and Kolkata (January 2008).

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