P&G at DesiFest: ShineDay is a fine day
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When we advised P&G to become a title sponsor at the 2014 DesiFest and Hungama events, it also fell to us to ensure that the sponsorship was an organic fit with the compelling, multicultural sponsorship strategy we had created. To do this Barrett and Welsh created a unique, transferable event-in-an-event format for DesiFest and Hungama that we named #ShineDay. For P&G’s household division, ShineDay was all about the brands that help desi homes sparkle for any celebration. For P&G’s beauty division, ShineDay was about the brands that help desi folks look their best when they celebrate.
The DesiFest and Hungama #ShineDay slogan promised a truckload of desi-style razzle-dazzle: Chak de! Chamak-dhamak de de! Event activation ideas included: a Backstage Beauty Zone, and backstage passes to meet the performers, swag bags when you social share In The Zone, hair and make-up touch-ups from the beauty crew, a Gillette Shave Station for the guys, Bounty stands at the ready in the food zone, a Crest social-share-your-smile photo booth, a celebrity style photo wall, swag from every brand on hand. A virtual store tie-in with well.ca allowed consumers to order their favourite brands delivered to their home, while they were out, shining and shimmying at #ShineDay.
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We handpicked the DesiFest and Hungama combo to allow P&G to enter the South Asian event space with a big bang. The activation attracted some 110,000 consumers in total and delivered some 20 million mainstream and multicultural media impressions across TV, online, radio, magazine, newspaper and cinema. If you'd like to hear more about how we choose events for the brands we handle, write to us at info@barrettandwelsh.com