The Sunfeast mascot was made a part of the special programme episodes. Kids in the programme consumed Sunfeast biscuits, discussed the brand and its mascot and watched the Sunfeast TVC. The Mascot made friends with the kids, played and danced along with them and also distributed gifts to them. The Mascot’s presence made the brand life-like and closer to the kids. Research confirmed that the association and the brand presence was noticed and appreciated.

The strategy succeeded in optimising on the dimensions of exposure, awareness and costs. The effort delivered eight minutes of brand presance across two episodes; increased brand awareness amongst kids; while it cost the client nothing extra as this was part of annual commitment to the channel.