Uses mass media, OOH media, on- ground activities, radio spots & point of sale merchandise for promotion.
BestMediaInfo Bureau | Delhi | February 18, 2011
Spreading a wave of fun and excitement this Holi festival, Fanta - the country's most preferred fruit-flavored sparkling beverage has launched the 'Fanta - Funmasters Hunt', an exciting consumer engagement initiative to be rolled out in over 60 cities across 13 states across the country. Through this one-of-a-kind initiative, spanning across a period of 34 days starting 15th February till 20th March, 2011, consumers will get an opportunity to win cash prize worth Rs.4999 everyday grand cash prize worth Rs. 5 lakh – simply for having fun and being less serious!!!
In order to participate in the initiative, consumers just need to send in their creative responses to the question: What will you do to make certain serious moments fun and exciting? by calling on the toll free number (1800-103-8888) and register their response through an Interactive Voice Response System (IVRS). The consumer with the most creative and fun response will be adjudged the country’s Ultimate Funmaster and will be awarded a cash prize worth Rs.5 lakh. The initiative is being organized in over 60 cities across 13 states across the country between 15th February, 2011 and 20th March, 2011.
The initiative is supported by a fairly large communication program. Apart from leveraging mass media, integrated communication program is being supported by a range of initiatives including out-of-home (OOH) media, on-the-ground activities, radio spots & point of sale merchandise.
Speaking about the initiative, Srinivas Murthy, Director-Marketing, Coca-Cola India said, "Brand Fanta is known for providing fun-filled, exuberant experience to all its consumers. Through the 'Fanta – Funmasters Hunt’ initiative, we aim to bring out the fun loving and playful attitude in today's generation and encourage them to instill joy and fun into life's serious moments. Encouraged by the favourable response to our past initiatives like 'Fanta - Sip A taste of Friday' we decided to launch this initiative. Fanta has already created a unique place in the minds of the consumers and through the launch of this initiative we aim to further strengthen it’s connect with the consumers".