Street Talk launches ‘Fan Bus Parade’ for Imagicaa in South Mumbai

A radio contest was run for a week on Radio City leading to the main event and the campaign mix comprised of Radio and BTL

e4m by exchange4media Staff
Updated: Jan 4, 2020 8:25 AM
Imagica Fan Bus

Street Talk, a division of Signpost India, successfully implemented the ‘Fan Bus’ campaign for Imagicaa, to expand the scope of the interaction of Imagicaa’s line of unique IP Characters – Stars of Imagicaa, beyond the park. The campaign mix comprised of Radio and BTL. The radio contest was run for a week on Radio City leading to the main event- the ‘Fan Bus Parade’ spread across key South Mumbai touchpoints.

The central idea of the ‘Fan Bus’ activity was to garner increased brand visibility and interactive crowd engagement. It was an opportunity for the audience at large to interact with the Stars of Imagicaa and pave the way to an exciting holiday at Imagicaa this season. A trail across key South Mumbai locations like Marine Drive, Haji Ali, Worli Sea Face was shortlisted as engagement spots which are high congregation points for audience across age bands.

The IP characters including Tubby, Roberto, Bow Wow, Mogambo, were on board for the ‘Fan Bus’ activity accompanied by Chhota Bheem and Chutki, are also an integral part of the Grand Imagicaa Parade.

“As a brand, we constantly try immersive and innovative ways to engage the audience. I’m extremely happy, that cumulative efforts between Imagicaa’s BTL team and Street Talk India have resulted in flawless execution. The tremendous response received in Mumbai is reflective of the overall success of the Fan Bus activity particularly Tubby and Mogambo’ crowd interaction. This has only encouraged us to work towards potentially exploring newer ways to amplify the brand interaction and even execute similar activations in key catchment markets and beyond,” said Raveendra Singh, Head of Marketing, Sales & Strategy, Adlabs Entertainment Ltd.

Expressing his views on this association, Dipankar Chatterjee, Managing Partner Signpost India said "It was a sense of elation working on this project and an opportune close encounter moment with the Imagicaa fervour this season. It’s always exciting to associate with brands which value innovative and interactive routes to reach out to their audience, which has been our ethos and success mantra. Another moment of pride for us, on our association with brand Imagicaa.”

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