Brand Street Integrated executes experiential campaign for MTR's new product 'Laban Stretchy Man'

Brand Street Integrated, an integrated marketing agency, has executed an experiential campaign for ‘Laban Stretchy Man’, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla. The product has been localised by MTR Foods in India.

This was a sales and sampling campaign which aimed to create awareness in the student community about brand and its product by creating a ‘Wow’ experience. The company cited the right opportunity to maximise the brand awareness by joining hands with an exciting and unique initiative which was hosted towards forming the longest chain of people patting each other on the back towards happiness and the good work done so far by individuals.

The campaign was driven on the occasion of Children’s Day in the city of Bengaluru. Given their understanding of brand recall and sales marketing, BSI had designed the campaign keeping the requirement to increase awareness and ensure maximum visibility and sale to happen of the product. The whole concept was designed to spread the awareness and benefits of appreciation of people and environment for health, happiness and world peace. The event was also an attempt for gaining recognition in “Guinness Book of World Records”. Around 10+ schools from Bangalore participated in the event with a crowd of more than 2000 children.

Apart from this, the children were also given a brief about Laban stretchy jelly and the colourful flavours they come in — Bravo Orange, Go-Go Mango, Super Strawberry and Giggly Green Mango. Samples were given to all the participants and a stall was also installed at the venue for further sales activity.

Mayur Gurukkul, Business Head (South), Brand Street Integrated, said, “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”

Vipul Goel, Head, Trade Marketing MTR Foods (Laban), said, “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness among our primary target group and also enhance our brand by associating with a joyful activity.”

In the past, BSI successfully executed marketing campaigns for some of the leading industries like Marico India, JSW India, Sun Pharma, Lupin, Kohinoor Foods, Tata Sky, among others.

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