Katha Mediatix wins creative mandate for Mad Croc energy drink

The Finland-based brand has been brought to India by Montage Capital Marketing and was seen recently at the F1 Formula race held in Noida

BestMediaInfo Bureau | Delhi | December 16, 2011

Katha Mediatix has won the media mandate for international energy drink brand Mad Croc. The brand was present in the F1 race which took place in Noida recently as part of the Sauber Team and the products were well-received by Indian consumers. The Finland-based energy drink has been brought to India by Montage Capital Marketing, and will be officially launched towards the end of December 2011.

As part of the creative thought process, Katha Mediatix will chalk out a series of creative routes and the positioning for associating with the TG, mainly the youth. The brand personality globally is young, full of life, speed and adventure. It's a brand that pumps in a lot of adrenalin rush.

The brand would have key association with music, sports, youth hangouts, colleges, social media and aggressive BTL activations and road shows, along with strategic sampling. There would be a series of virals that would be planned playing with situational insights and trivia. There would be strategic print, OOH and electronic communication to begin with.

Pabitra Roy, Chief Creative Officer, Katha Mediatix, said on the win, "It's always a great opportunity to work for the FMCG category, especially brands associated with the youth. When it comes to creatively positioning and marketing a product like Mad Croc, it's very important to understand the mindset of the audience since taste, liking, priorities, preferences and loyalties are evolving constantly. The creative routes would all be positioned in sync with the language that the audience speaks and with a concept they would associate with.”

In 2010, Katha Mediatix fully branched out as 360-degree marketing and communication setup, apart from the OOH vertical which has been its core business.

Speaking about the communication, Rajiv Shukla, CMD, Montage Capital, said, “The brand has got a tremendous potential, especially the youth, along with the evolving audience who are exposed globally to consumerasim. Setting up a strong distribution network is of prime importance at this point in time for the brand. Our network in India is close to getting completed. Strong communication and visibility with product availability would be the key business mantra.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com