|Title||ACT II - BUCKET FULL OF JOY|
|Product / Service||ACT II POPCORN|
|Category||A02. Use of Live Shows/Concerts/Festivals|
|Entrant||FCBULKA GROUP Mumbai, INDIA|
|Entrant Company||FCBULKA GROUP Mumbai, INDIA|
|Advertising Agency||FCBULKA GROUP Mumbai, INDIA|
|Production Company||DREAMCUTS PRODUCTION Mumbai, INDIA|
|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|
|Sukirth Rao||FCBULKA ADVERTISING PRIVATE LIMITED||Films Executive|
|Savita Mathai||FCBULKA ADVERTISING PRIVATE LIMITED||Account Director|
For decades, popcorn has played an integral role in enhancing the Entertainment experience for us. So, Act II, the largest popcorn brand who has been spreading joy with millions every day, decided to ditch the traditional medium, and try a unique way to connect with its audience - far and wide. Bucket full of Joy, a grand movie screening for the corn farmers across India over popcorn. A special treat for these farmers who themselves have never enjoyed the movie & popcorn experience.
In India, the land of Bollywood 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. Act II - India's largest brand decided to honour the roles of the corn farmers in India by presenting them with a unique movie & popcorn experience.
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 cord 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.
One evening, the corn farmers of Thanewadi village were in for a pleasant surprise. We invited them and their families to enjoy the latest Bollywood potboiler over popcorn. The village square was turned into a makeshift cinema hall. A vibrant cinema truck projected the movie on a 70mm screen. Soon the chairs were taken. And many enjoyed the bucket full of joy while watching the movie. Next morning, the Act II truck packed up and headed to another such village and shared the joy with many more. - The campaign panned out exactly as we planned it.