| Title | ACT II - BUCKET FULL OF JOY |
| Brand | AGROTECH FOODS |
| Product / Service | ACT II POPCORN |
| Category | A07. Use of Events and Stunts |
| Entrant | FCBULKA GROUP Mumbai, INDIA |
| Entrant Company | FCBULKA GROUP Mumbai, INDIA |
| Advertising Agency | FCBULKA GROUP Mumbai, INDIA |
| Production Company | DREAMCUTS PRODUCTION Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Satbir Singh | FCBULKA ADVERTISING PRIVATE LIMITED | Chief Creative Officer |
| Haresh Moorjani | FCBULKA ADVERTISING PRIVATE LIMITED | Executive Creative Director |
| Mehul Patil | FCBULKA ADVERTISING PRIVATE LIMITED | Creative Director |
| Varun Sharma | FCBULKA ADVERTISING PRIVATE LIMITED | Creative Supervisor |
| Alok Kulkarni | Dreamcuts | Director |
| Sukirth Rao | FCBULKA ADVERTISING PRIVATE LIMITED | Films Executive |
| Savita Mathai | FCBULKA ADVERTISING PRIVATE LIMITED | Account Director |
In India, over a 1000 movies release every year. Every day millions enjoy watching movies over popcorn in the cinema halls. However, every day, the corn farmers across India toil for hours in the sun. Unaware of the silent, yet catalytic effect they’ve had on Indian movie-goers. So, Act II, India's largest popcorn brand decided to ditch the traditional medium, and try a unique way to honour the roles of the corn farmers across India by presenting them with 'Act II - Bucket full of Joy' a grand movie & popcorn experience. A truly unforgettable memory for corn farmers.
Act II has been a household name in the cities, for decades. But with the 'Bucket Full of Joy' campaign, the brand is getting more popular and managing well to penetrate further into the rural India. The 'do good' approach has helped the brand further with striking the emotional chord with the city audiences. Hence, strengthening the brand image even more. The campaign is getting picked by several local news channels and newspapers, generating positive PR for the brand. Act II truck visited over 50 villages across India till date and shared the joy amongst thousands of corn growing villagers.
We chalked down all the corn growing villages across India. And fleshed out a 6 months long activity. Starting from Maharashtra (India, WEST) we aim to cover major corn growing areas across the nation. The Act-II cinema unit turned the village square into a cinema hall. A vibrant cinema truck projected the smash - hit Bollywood potboiler on a 70mm screen. Many farmers enjoyed the 'bucket full of joy' over the movie. Next morning, Act II cinema unit headed to another such village to share the joy with many more. The campaign panned out exactly as we planned it.
Every day, India’s largest popcorn brand Act II spreads joy amongst millions of cine-goers. However, every day, the corn growing farmers across India toil for hours in the sun, unaware of this fact. Act II decided to just that. We realized this is not a regular mainstream campaign. To execute this rural marketing campaign, we decided to get on board an Events & Management Team. Also, as a third party, we roped in a professional Mobile Cinema unit. Which hosts latest Bollywood flicks even at the far - off places in India.