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Spirited Candid Marketing campaigns for AXN Action Awards

23-June-2009
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Spirited Candid Marketing campaigns for AXN Action Awards

Candid Marketing has just had an ‘encore’ giant campaign for the action channel AXN. Gung-ho about its Action awards, AXN had instructed the ad agency Candid Marketing to create a spirited awareness for its property. A felicitation to Bollywood's action heroes, the award ceremony required promotion of on-ground activities in tune with the spirit and buoyancy of the action channel. The objective was to encourage voting on-ground and associate the main sponsors as action oriented brand.

Candid Marketing ran the activation program in six cities like Mumbai, Pune, Delhi, Bangalore, Hyderabad & Kolkata. Apart from activation, there was an SMS and online campaign, which cumulatively generated more than 3.5 lakh votes.

AXN Action Awards that enters its fourth season to recognise and honour those who add action to Bollywood films have been divided in six nomination categories. They include Best Action Star, Best Action Movie, Best Action Star in a Negative Role, Best Stunt Sequence, Best Action Director and Lifetime Achievement Award.

On the basis of these categories, the activities included games like Run through the Obstacle, Cycle with ramp and obstacle, Reach Your Thumbs Up and Arm Wrestling. All activities were a spoof on action and stunts in the Bollywood movies. For instance, the Cycle with ramp and obstacle activity which was related to the Best Action Star in a Negative Role nomination had participants to ride off the cycle.

Candid Marketing has generated nearly 65,000 votes across cities cumulatively generating a considerable figure of 3.5 lakh votes.

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