Top Story


Home >> Advertising >> Article

Onads Communications brings out the fun element for The Sports Bar

Font Size   16
Onads Communications brings out the fun element for The Sports Bar

The Sports Bar has come up with a new campaign promoting the brand amongst corporates in the catchment areas of Bangalore and Gurgaon. The media mix focuses on on-ground, radio, PR, online and in-store activities. The campaign has been conceptualised by Jignesh Maniar’s Onads Communications and is themed around the current phase of recession and titled ‘The Corporate Bailout of Fun’.

The campaign broke in three phases that included a teaser campaign, revealer, and launch of the new campaign. The campaign targets both males and females above 21 years of age, besides corporates in the catchment areas.

Explaining the through process, Onads’ Maniar said, “The current phase of recession has changed the lifestyles of many people and eliminated the ‘fun’ element from their lives. Hence, the campaign is themed as ‘The Corporate Bailout of Fun’.”

He further said, “The challenge was to combat the low spirits among people due to the recession by offering a refreshing bailout package.”

Taking this thought process further, the first phase – the teaser campaign – was launched on April 3, 2009, in the catchment areas. The objective was to build intrigue and directed onlookers to join the ‘Save Fun’ group on Facebook. The activation idea included people with mime faces walking around in high congregation points in the catchment areas with posters on them that read “Fun is dying” and nurses trying to save ‘Fun’ that is being laid on a stretcher and taken away.

The second phase, which was launched on April 6, 2009, revealed ‘Sports Bar presents the Corporate Bailout of Fun.’ The promotion of the campaign followed as ‘All domestic liquor is for or below Rs 99’.

The last phase is the launch of the final campaign ‘Corporate bailout of Fun’ at Sports Bar. Maniar explained, “It was made sure that no communication mode was left untouched.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.