Fiama Di Wills Men launched its limited edition soap series of Aqua Pulse, in association with Lonely Planet, in India. Vibgyor Brand Services carried out the launch of the product at Ambience Mall in Gurgaon on November 17.
The activity commenced with an attractive yacht set-up, a gaming zone, and a photo-op zone. The new Aqua Pulse products were displayed with a highlight on features such as rejuvenating, refreshing, and adventurous. The yacht set-up was executed keeping in mind the theme – adventure and water sports.
Dhruv Kalra, Marketing Director, Vibgyor said, “The challenge was to conceptualise an activity which highlights the positioning of Aqua Pulse as ‘rejuvenating’ along with the adventure connect from the Lonely Planet tie-up. The perfect solution was the Aqua Cruise – a huge luxury speed boat. The magnificent set-up attracted huge crowds who experienced the brand in an innovative and exciting manner.”
The rationale behind the launch was to create an interface for the TG. Visitors could walk up to the stall, experience the product and its features and have a one-to-one interaction regarding the nitty-gritty’s of the products on offer.
The launch saw the unveiling of the new range by Bollywood star Kunal Kapoor and VJ Juhi from Channel V. The emcee and promoters encouraged people to come to the set-up and experience the features of the products through demonstrations.
Visitors to the stall could also play ‘Sailor of the uber cruise’ – a motion sensing game. Variants of the Aqua Pulse soap and face wash were given to the winners as freebies. In addition to this, a photo-op zone was created where visitors were provided with different props and could get their pictures clicked which were directly uploaded to Facebook through a tablet. Instant photo printouts were given out in a branded photo jacket.