Why is this work relevant for Brand Experience & Activation?

Candyman Fantastik Endeavoured To Showcase Its Unique Proposition Of Deliciously Abundant Choco-Crème Inside Crunchy Wafer-Stick Thereby Bringing Fun And Excitement To The Consumer’s Life. Through A Multisensorial Experiential Activation, Candyman Fantastik Brought To Life This Unique Proposition By Creating A 4D Chocolaty Tornado With A Vortex Tunnel Illusion. This Memorable Visual And Sensory Indulgence That Too At The Festival Time Ascertained Efficient And Impactful Brand Experience And Activation. It used the Festival Marketing Most Accurately.

Background

Durga Puja Is One Of The Biggest Festivals In Kolkatta, India And Is Recognized By UNESCO As Intangible Cultural Heritage. During Durga Puja Millions Of People Across Kolkatta Will Keep Hopping And Visiting Different Pandals With Their Friends And Family To Worship The Maa Durga Idols.This Was The Perfect Mood And Time To Indulge Customers In Sweets Like Chocolates. More So, The Mood Of Consumers Were Much Better Than Last Year As Markets Were Also Opening Up Post Pandemic. Candyman Fantastik Anticipated Large Gathering And Wanted To Use This Opportunity To Give Consumers An Experience Of Being Inside A Chocolaty Tornado, Similar To Taking A Bite From A Candyman Fantastik Chocostick. Using This Opportunity, The Brand Brought Alive A Vibrant And Lively Chocolaty Event For Its Target Group. It Was The Perfect Background To Link Chocolates And Celebrations And Attract Like Minded Customers.

Describe the creative idea (20% of vote)

The Plan Was To Create An On Ground Activation Which Is Based On Activating Multiple Senses Of Consumers And Thereby Giving An Experience Which The Consumers Can Never Forget In Their Life. A Team Of Artist Came Together To Ideate On Bringing The Chocolaty Tornado To Life And Came Up With A Vortex Tunnel Illusion, Which Gave The Experience Of Being Inside A Chocolaty Tornado, Similar To Taking A Bite From A Candyman Fantastik Chocostick. Multisensorial Interventions Were Also Planned Within The Tunnel To Give A Real Life Tornado Effect To Consumers. From Intriguing Visions Of Chocolates To The Taste And Feel Of Indulging In A Delicious Treat, They Had It All. They Also Got To Taste One Takeaway Chocolate As They Left. With The Excellent Taste Lingering On As They Left, They Were Most Likely To Become Loyal Brand Customers.

Describe the strategy (20% of vote)

Candyman Anticipated That Consumers In Kolkata Will Be Celebrating Durga Puja With A Lot Of Enthusiasm With Family And Friends This Year As People Missed Pandal Hoping In The Previous Years Due To Pandemic. Most Of These Would Be The Ones Who Love Celebrations, And Sweet Treats Like Chocolates. A Majority Of Them Would Be Family And Party Goers. Seeking And Targeting Audience Like These, The Brand Identified One Of The Pandals Which Gets Maximum Footfall Called Naktala Udyan Sangha Pandal. A Vantage Point In The Pandal Ground Was Identified Where The Crowd Will Frequently Gather And Candyman Fantastik Installed A Unique Chocolaty Tornado Installation Which Added To The Excitement Of The Attendees Visiting Naktala Udyan Sangha Pandal. The Approach Was Bringing Together Creative And Innovative Sources To Channelize Festival Marketing Techniques.

Describe the execution (30% of vote)

The Idea Came To Life With A Unique Chocolaty Tornado Installation Which Added To The Excitement And Enabled Consumers To Have The Chocolaty Sensation With A 4D Experience Called The ‘Fantastik ChocolatyTornado’. The Chocolaty Tornado Installation Delivered A Multi-Sensorial(4D) Experience Of Being Inside A Chocolaty Tornado. The Execution Brought The Creative, Entrepreneurial, And Strategic Elements Together To Result In An Exemplary Event. • Tornado With Vortex Tunnel • Wind With Blowers • Chocolaty Fragrance • Strobes For Lightning Upon Completion People Received A CandymanFantastik As Gratification Along With A PhotoOp Booth For Consumers To Flaunt Their Experiences On Social Media. This Memoir And Personal Touch Created Warmth In The Hearts Of The Consumers. The Activity Ran For A Span Of 7 Days With Over 8 Lac As The PandalWalkins. A Dedicated Team Was Formed Which Also Took Care Of Sanitizing Both People’s Hands And The Tunnel Walkway At Frequent Intervals.

List the results (30% of vote)

CandymanFantastik Gave Consumers An Exciting Opportunity To Enter Into A Chocolaty Tornado Which They Will Cherish Forever And An Experience Of Being Inside A Chocolaty Tornado, Similar To Taking A Bite From A Candyman Fantastik Choco stick.  Total Pandal Footfalls – 8 Lacs  People Experienced Tunnel – 80 K  Samples Given – 60 K  Total PR Generated – 28.7 Lacs People Started Uploading Their Photos At The PhotoOp Zone With #FANTASTIKCHOCOLATYTORNADO BRAND TRACK STUDY RESULTS: Campaign Reach Was 65% With Branded Recall At 54% Total Spontaneous Awareness +28% (From 49To77) TOP Of Mind Awareness +26% (From 19To45) Purchase Intent Moved Up By 12% (From 79To91) Association With ‘Chocolaty’ Increased By Whooping 21% (From 73 To 94%) TG Affinity (It Is A Brand For People Like Me) Moved