Mercantile Advertising, Pune-based Xebec and Clear Channel have been the empanelled by the Commonwealth Youth Games Organising Committee for its creative and media duties. Pune is playing host to the 3rd edition of the Commonwealth Youth Games in October 2008. The Games are believed to be a precursor to the mega Commonwealth Games that are to be held in Delhi in 2010.
Confirming the development, Rasesh Shah, Brand Planning Director, Mercantile Advertising, said, “Youth is what we at Mercantile Advertising are all about. Therefore, our association with the Youth Games is just perfect. Over the next six months our focus would be to make this event memorable to all Puneites.”
Pune has recently launched the Volunteer Programme for the Games, inviting Puneites to register as volunteers for the Games. The communication for the programme was kickstarted in February 2008.
Neha Shah, Director, Mercantile Advertising, said, “The idea was to infuse a sense of pride amongst Puneites to come forward and contribute to their city in its moment of glory. We have used people from all walks of life in Pune with each of them expressing their own reason to come forward and volunteer. The volunteers are collectively called Team Pune as they will work together as a team and ensure a world class event.”
The campaign has been done in both English and Marathi. Shah added, “We have used typical Puneri nuances to give it a local flavour and also to ensure that every Puneite can relate to this campaign.”
The media mix for this high visibility campaign includes print, radio, hoardings, Internet and in-store branding (OOH). The campaign would be on till mid-April.
Purnima Pendse, Director-Culture and Ceremonies, Commonwealth Youth Games, said, “We have rolled out the Volunteer Programme and the response so far has been great. All of Pune is buzzing. The communication is impactful and has been very well received. We are hoping for more participation.”