Students from Kolkata’s top schools were reached through a school contact programme, inviting them to design the Sunfeast Open Trophy and the opportunity to be recognized by India’s top tennis stars. Students submitted a trophy design along with a Sunfeast biscuit wrapper. A special jury selected winning entries, which were displayed at a public exhibition. Excitement about the contest was driven in schools by tennis stars like Sania Mirza, who gave school winners ringside tickets to the tournament. The winning trophy design was unveiled at the exhibition amidst extensive press coverage, turning the 14-year-old winner into a celebrity overnight.

A total of 73,500 students across 100 schools participated in the contest, making this one of the largest school contact programmes ever conducted in Kolkata. PR reach for the contest and tennis star in-school visits was extensive causing the contest to be an event talked about nationwide, despite being conducted in one city. The brand established an indirect brand association with sports icons Mahesh Bhupathi and Sania Mirza. The client congratulated the agency for the overwhelming success of the programme.