Candid Marketing, a leading below-the-line promotion agency, recently executed an activity for Times Red Cell’s project Times Big Rewards. The festival had run across 40 days from December 12, 2008 to January 4, 2009.
Commenting on the initiative, Candid Marketing Co-Founder and Managing Director Atul S Nath said, “The brief we got from Times was to promote Times Big Reward as a major shopping festival from The Times of India. The objective was to create a wow factor about the shopping festival and achieve maximum participation by shoppers. Also, build in participation of the TG in daily lucky draws and mega lucky draw prizes.”
Nath further said, “To reach the TG extensively we had reached around 400 retail outlets in Mumbai by way of décor in these outlets with danglers, posters, standees tent cards, etc. We wanted to create a platform for direct interaction with the audience. A branded Qualis was moved around the city to interact with the TG and distribute on-the-spot gifts. The activity was extended to malls too.”
It was an execution-focused programme, said Nath, adding, “The operation and logistic planning skills of Candid played an important role in us bagging the project.”