In India, branded entertainment is still at a nascent stage. There is a perception among brands that branded entertainment requires constant devotion of time and other resources before it can generate the desired results. Therefore, they opt for a quick-fix solution to their problem; one that conventional media appears to offer.

Objective:To create an engaging promotional campaign that brings alive the mischief and child-like fun that India’s largest selling mango fruit drink, Frooti has been synonymous with for over 25 years.Solution:We created a large-scale engaging outdoor live stunt and created a full-fledged televised mango-themed reality game show called ‘Mango Slam Bam’, where consumers can interact and get a first-hand experience of the child-like fun Mango and Frooti stand for.Over 150 young-at-heart contestants between the ages of 15-60 yrs. participated in the game-show which lasted for 7 days. Every day, 1 winner was crowned the Mango King or Queen and awarded a grand prize.We even captured the wild and crazy moments of these contestants, and used this footage as branded entertainment in over 30 Mango Slam Bam TVCs, engaging online videos and games.

We put flyers/leaflets in the local newspaper and invited participants between the ages of 15-60 yrs. to audition for the Slam Bam Bam games. Over 500 enthusiasts turned up of which finally, we selected around 150 'young-at-heart' contestants to play the Mango Slam Bam games.

-Generated PR worth Rs. 15m across 35 media publications & channels.-The Facebook fan base crossed 100,000+.-Moreover, most importantly, Frooti sales increased by 112.5m packs, a whopping 18% over the previous year’s sales of 625m packs. This helped Frooti retain its no. 1 position.