IMC CAMPAIGN PROJECT MMCC- 252

SUBMITTED BY – Sakshi 002 Kanika Saxena 020

Stuti Trikha 035

Product Launch (Line Extension)

Agency Name : Hyper- BolClient/ Account : K.G. Functional Beverages-

Restless Sugarfree Action Drink

Campaign Name : #FindYourCrazyCampaign Tagline : Enough with the lazy, Find Your

CrazyCampaign Duration : 90 days; March 2015 - May

2015

LOGO (AGENCY) LOGO(CAMPAIGN)

PRINT ADS

TRANSIT AD

TVC STORYBOARDS

DIGITAL AD

POSTERS CUM PAMPHLETS

RADIO SPOT 1- Hindi (54 secs.)

SYNTAX AUDIO

SFX Music beats

F1VO1 Behaal pareshan miley koi na ilaaj , ho gyi regular si life chahiye kuch raftaar,Vo jo karte hai sab , main na karu mere yaarCliché sa attitude –“stop it man “Chahiye something new something fresh ,Vo jo karde kam mera extra flesh (repeat)Switch to sugarfree restless

ANNCR Enough with the lazy , find your crazy. Let’s help you with C.H.U.L ’15 . For your Closest venues and some more insanity , go on to facebook, twitter or instagram and type #FINDYOURCRAZY.Brought to you by Restless Sugarfree.

RADIO SPOT 2 – English (48 secs.)

SYNTAX AUDIO

SFX Music Beats

F1VO1 Yeah when you’re stuck in your mind, Feel tangled in a boring tide ,You wanna shout loud, Cuz you can’t find what you like,Then baby go restless, That’s what you need to be fine ,All this power that you got stored in a can, Make you think you got 4 legs and a new pair of hands,Feel the energy burst just like a dynamite, A sudden rush you can’t stop even if you tried,Get your mood back and your health back,Restless Sugarfree, that’s what you gotta grab

ANNCR M1VO2

Enough with the lazy , find your crazy. Let’s help you with C.H.U.L ’15 . For your Closest venues and some more insanity , go on to facebook, twitter or instagram and type #FINDYOURCRAZY.Brought to you by Restless Sugarfree.

SUMMARY OF EVENT

The event will include a truck/van customised to showcase the product it caters to- Restless Sugarfree Energy Drink, that will be taken to and stationed at the venues decided within the capital during a time when no major events are taking place at these venues. The volunteers of C.H.U.L. ‘15 at each of these venues will conduct the activities listed with willing participants from the crowd that gathers for C.H.U.L. ‘15. The winners shall be given a Restless Sugarfree Kit, while the participants shall be given Restless Sugarfree Energy Drink cans and Restless wrist bands. During the event, shots of the energy drink will be given to the willing crowd.

• Rap Battle• Mad Dog• Ulta Pulta• Card Ninja• Nose Dive

• Dance Switch• Sticky Situation• Hut-Hut Hike• Rapid Fire• Synchronize, etc.

ACTIVITY LIST

PRESS RELEASE

PRESS RELEASE(For Immediate Release)

 

Kg Functional Beverages Launches Sugarfree Energy Drink 

New Delhi, 30 March '15: KG Functional Beverages launched the Restless Sugarfree Action energy drink yesterday on 29th March 2015 in Delhi. Restless Sugarfree is a variant of Restless Action drink launched in 2013."After the success of Restless, we decided to come up with Restless Sugarfree Action Drink, that could cater to the health conscious and adventurous youth of today", says Nitin Gupta, CEO/Founder, KG Functional Beverages Pvt Ltd.KG Functional Beverages Private Limited is a Mumbai based private company incorporated on 28 March 2011. Its authorized share capital is Rs. 1,000,000.The promoters of Restless Sugarfree have organised a nine day mobile event in Delhi- C.H.U.L. '15, which will be commencing on 3rd April 2015 and concluding on 12th April 2015. It’s a fresh concept.

# # #Source- KG Functional Beverages Pvt Ltd, MumbaiMedia Contact Info- Hyperbol India Pvt Ltd Ph: Contact: +91-9871030239; 8587800310; 8447980047 Website: www.hyperbolindia.in Email: contactus@hyperbolindia.com

PRESS RELEASE(For Immediate Release)

 

Restless C.H.U.L '15 Huge Success Among Delhi Youth New Delhi, 13 April '15: The promoters of Restless had organised a 9 day mobile event in Delhi that started on 3rd April 2015 and concluded yesterday in which tempo trucks were seen travelling around the city and being stationed at its popular malls. At each venue, numerous lively activities like Rap Battle, Dance Switch, etc, were conducted and huge crowds had gathered to witness and experience this out the box event.The various activities included Dance Switch, in which participants were made to dance on constantly changing songs ranging from oldies like Hasta Hua Noorani Chehra to newbies like Chittiyaan Kalaiyaan; Ulta Pulta, where they were made to read out the Restless Radio Raps backward within the limits, and various such activities demanding energy and enthusiasm."This is an amazing and fresh concept. I lost my game but I will surely try Restless Sugarfree. Enough with the lazy, find your crazy", said Ruchi Bhatia, a participant of the event held at Pacific Mall yesterday. The winners were given Restless kits, and their pictures will be featured on the C.H.U.L '15 Facebook page, Twitter handle, and Instagram.Restless Action Drink is an energy drink launched by KG Functional Beverages Pvt Ltd in 2013, whose variant Restless Sugarfree has been launched recently in March 2015.The Restless team are holding an online competition called Find Your Crazy '15 on Facebook, Twitter and Instagram where users are supposed to provide a crazy story from their life with a snap with the hashtag #findyourcrazy.

# # #Source- KG Functional Beverages Pvt Ltd, MumbaiMedia Contact Info- Hyperbol India Pvt Ltd Ph: Contact: +91-9871030239; 8587800310; 8447980047 Website: www.hyperbolindia.in Email: contactus@hyperbolindia.com

BUDGET – Three Months

S.No.

Category Expenditure (INR/-)

1 Event 7,07,700

2 Print ad 6,39,38,160

3 TVC ad 1,21,16,970

4 Radio ad 1,90,94,494

5 Transit ad 11,58,000

6 Digi ad 3,50,000

7 Total ad spent 9,54,99,624

TOTAL: 9,62,07,324

Media Plan

Popular channels – 5 entertainment channels (Star Plus, Colors, Zee, SET Max, Life OK)

Newspapers (high readership) – Times of India & Hindustan times supplements DT & HT city.

Radio channels – RED (93.5 FM), Radio Mirchi (98.3 FM), BIG (92.7FM)

Transit on appropriate vehicles like buses running in Delhi.

BehindThe

Scenes