The digital media technology company Graphene Media's venture MyCollegeFest, has created and executed an activation campaign for NourishCo's Tata Gluco Plus (TGP), targetting more than 100 colleges in Tamil Nadu and Karnataka, over the next three months.
The campaign, which is already underway to build an active engagement for the launch of NourishCo's Tata Gluco Plus in Tamil Nadu and Karnataka, engages students in a physical game to highlight the importance of staying hydrated.
The platform has used technologies to create a virtual scenario, such as motion-controlled gaming and Kinnect. Students will control their digital avatar by physically running, dodging obstacles and collecting energy by grabbing TGP packs. Every obstacle reduces their score and every TGP pack gives them more points to run further. The game ends with participants reaching out for a real drink to recharge their energy after this activity.
Speaking on the activation, Sanjoy Chakrabarty, CEO and founder, Graphene Media, says, "Innovation is one of the best ways to create top-of-mind recall, especially amongst the youth. MyCollegeFest, being the only platform for aggregating college fests from across India, effectively maximises visibility and engagement for a brand through college festivals. While this activation for Tata Gluco Plus is a first-of-its-kind from an innovation perspective, it can also talk about scalability as it covers almost a 100 colleges across the southern part of India. We look forward to taking up such challenges and enhancing engagement with many more such unique ideas."
With an inventory of over 2,500 college fests across more than 300 cities in the country, MyCollegeFest works on student engagement with brands during various college festivals. Keeping in mind its clients' requirements, it works on basic sponsorships for branding activity to delivery on actual sales, app downloads, product usage, and customer connects, at three levels of association -- exposure, engagement and performance. The agency has been working on projects for brands such as Lakme, eBay, Olivia, and Emami in more than 1,000 college fests.
Established in 2010, NourishCo is a joint venture between Tata Global Beverages and PepsiCo India. NourishCo aims to provide hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world. The brand's product portfolio includes Himalayan, which is a mineral water brand, Tata Gluco Plus, a glucose drink in a cup format, and Tata Water Plus.
MyCollegeFest is a platform which allows colleges and brands to connect across more than 300 cities in the country. It currently has over 3,000 colleges and 1,000 brands on its platform. The platform allows the brands to connect with students during college fests through sponsorships. It is an initiative of Graphene Media.