ICMA 2017: A look at excellent experiential content marketing by brands

Brands like Kurkure, Paytm and Quaker Oats took experiential marketing to another level by establishing a sweet connect with the consumers and thereby upping their content marketing game

e4m by exchange4media Staff
Updated: Sep 7, 2017 7:50 AM

More brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amongst the clutter. Audacity e4m Indian Content Marketing Awards aims to celebrate the talent, expertise and hard work that goes behind cracking breakthrough ideas and concepts to create exceptional brand stories. 


The premise to create a closer bond between a consumer and a brand could well be one way of upping your content marketing game. So, today we take a look at some captivating entries that have come to us in the category of experiential content marketing by brands. 





PepsiCo's ‘Namkeen’ snack brand Kurkure hit the railway tracks with its 'Kurkure Family Express' train, in order to take the act of bringing families together to the next level. Both the exterior and the interior of the train were decorated with artwork and had 40 families travelling in it. The families were shortlisted through a rigorous audition process that saw over 1,000 entries from across the country. For the artwork, the brand commissioned 40 budding art students from prestigious art institutions to create a few 100 feet of artwork at the stations. 


Based on their interpretations of consumers' love for Kurkure, the students submitted their designs. A panel of judges comprising of art directors and culinary experts selected the final designs. Six students from the Delhi School of Art and three students from Sir JJ School of Art were awarded a cash prize of Rs. 50,000 each. 


On board the Kurkure Family Express, food aficionados and the hosts of Living Foodz channel’s Food Express show Rocky Singh and Mayur Sharma played hosts during the activity and engaged the families in fun games and food contests over the course of the journey. Four lucky families won an all-expenses paid culinary trip to Europe. Families also had a chance to be the face of the Kurkure brand and get featured on television commercials, digital platforms and other marketing initiatives.






People in India prefer cash over digital payments. So much that 96 per cent of all transactions happen in cash. Indian digital wallet brand, Paytm wanted to make people experience the ease and advantages of digital payments. Shopkeepers handing over candies to customers citing lack of change is a very common sight in India. This insight gave birth to the creative idea. To tackle this problem of forced candies, they launched another candy, the ‘Paytm Sweet Change.’ Like normal candies, shopkeepers handed over 'Paytm Sweet Change' candy as change. Unlike the usual candies, which meant customers lost out on money, the brand’s idea of candies could be redeemed for their real worth by downloading the Paytm app and entering the code at the back of the candy wrapper. 


Shopkeepers in Delhi NCR were incentivized to stock and handover 'Paytm Sweet Change' candies to customers instead of change or other candies. All major grocery stores and vendors across Delhi NCR stocked 'Paytm Sweet Change' candies for the entire month that this activity was carried out. This helped them garner 1 million people that became Paytm users. Cost of acquiring a new user came down from Rs. 60 to Rs. 12. 36 per cent downloaders during the month long activity remained active users. The activity saw an increase in conversations on social media and thus reached people even outside Delhi NCR. 


This rubbed off positively on the brand and had an impact even in cities where this activity didn't even take place. Seeing the success of this activity in Delhi NCR, ‘Paytm Sweet Change’ candy was launched in other parts of India too. 





Quaker Oats


On the occasion of World Food Day, Quaker India announced the launch of ‘Quaker Feed a Child’ program to bring a fistful of nutrition to thousands of underprivileged children in India during the festive season. To mark the launch, Quaker India, along with celebrity chef and PepsiCo’s Nutrition Ambassador, Vikas Khanna, hosted a long table brunch with oats-based dishes for children from Smile Foundation. For every pack of Quaker Oats purchased on BigBasket.com during the festive season, between World Food Day, October 16 to Children’s Day, November 14, 2016, Quaker provided a meal to an underprivileged child in India, through Smile Foundation. Quaker pledged to provide a minimum of 2,00,000 meals to children in India through ‘Quaker Feed a Child’ during this period. The ‘Quaker Gift a Meal’ initiative successfully helped provide 2,00,000 nutritious meals to around 4000 children across 12 states in India.

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