Mudra Max grabs eyeballs for 7UP with its Sand Art

Executes the innovative teaser activation in Chennai capitalizing on the cricket fever.

BestMediaInfo Bureau | Delhi | April 6, 2011

Cricket lovers in Chennai are buzzed about the innovative piece of teaser activation executed by Mudra Max for 7UP, one of the fastest growing brands within the PepsiCo. 7UP Lemon Pattalam, the third edition that involves innovative and exciting cricket tournament, has 7 players a side, 7 balls per over and 7 overs an inning, seeing enthusiastic participation from teams across Tamil Nadu.

Mudra Max's challenge was to celebrate the spirit of cricket and to create a sand storm of a buzz amongst youth and cricket fans in the run up to 7UP Lemon Pattalam Season 3. To do so, Mudra Max selected a stage which was a sandy stretch of Marina Beach, Chennai. International sand artist Sudarshan Pattnaik of Puri and four of his team mates were selected who gave shape to a marvel of sand sculpture - a replica of a cricket stadium showcasing a larger-than-life bat and fitted out with logos of 7UP Lemon Patallam and CSK. The piece of art took ten tons of sand and water and two days of hard work to create. In turn, it created quite a stir grabbing over 10,000 eyeballs.

This teaser activity then followed with a press conference launching the new 7UP Champion's Can. Mudra Max is now actively carrying out activation for 7UP in 2 cities - Vellore & Salem. To maximize on the buzz, canters move around the city announcing details of the Lemon Patallam Season 3 matches and distributing the registration forms. Likewise, the activity will be executed in 9 other cities of Tamil Nadu. The winners of each city will finally compete against each other in Chennai and the winning team will be declared as the Lemon Patallam. The Lemon Patallam team will then play a 7UP style match against CSK players as their final gratification.

Commenting on the activity, Sanjay Kacker, VP, Celsius, Mudra Max said, “We are extremely happy with the innovative idea generated by our team. The tremendous support and involvement received from the client also helped us in boosting our spirit. The campaign has indeed resulted in an overwhelming response!

Alpana Titus, Executive VP Marketing (Flavours) PepsiCo. India said “Mudra Max executed the campaign well. We found everyone at Max to be encouraging as well as open to new ideas and therefore, working with such team was very invigorating and exciting.”

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