The Brief

The objective of the Promotion was twofold. The primary objective was to endear the brand to the Public using an avenue which has a huge emotional connect with the public i.e Cricket. The secondary objective was to gather together as many people of the city at various touch points and to create Mumbai's Largest Chorus, uniting the city and encouraging the citizen's to Cheer for their local team i.e. Mumbai Indians.

Describe how the promotion developed from concept to implementation

The development of the concept took nearly a month with the sponsorship tie up with the Mumbai Indians IPL team. A Chorus song was developed by the Advertising agency with the core objective to create Mumbai's Larges Chorus. The Month long campaign was supported by Outdoor / Online/ Radio & Print. The campaign targeted all high footfall touch points including Malls, Marketplaces / Water parks/ Corporates / Loop Mobile galleries etc. The finale happened in a Public mall with nearly 2000 people participating and lending their voices to Mumbai's largest Chorus.

Describe the success of the promotion with both client and consumer including some quantifiable results

The total number of people who sang the Chorus song numbered to more than 25,000 people The number of people who participated in the campaign numbered nearly a Million people. Brand Recall - Complete Brand Synergy - Perfect. The client has decided to make this an annual proposition based on its success.

Explain why the method of promotion was most relevant to the product or service

Since the same was a brand promotions, the same was clearly perceivable to all. The Cheer for Mumbai Indians song was very well received and the association with the brand came on very strong. At the end the objective to endear our brand as a "MUMBAI" brand was achieved.