To build hype and curiosity around the mascot "Digen Verma". Generate interest and introduce interaction between the brand and mascot and the target consumer.To reposition the brand as a hip youth brand, to bring it into the same consideration set as colas. Multi media campaign across -TV - terrestrial and Cable-satellite - 5, 10, 20, 30, 40 sec TVCsPrint - Mgazines - Full Page and Quarter Page Interactive questionnaire campaignCinema - Slides before and during moview breaks - Different messages and requests to Digen Verma.Outdoor Billboards - 15 Billboards in Mumbai - all with interactive questionnaire messages.Internet - on the followign www.rediffmail.com/login.htm footsteps of the fictitious Digen Verma were re-created. On clicking the footsteps, a text box was revealed with a question connected to the brand mascot. User had the option to either ignore or respond to the message. The best messages were gifted with tokens and prizes.Also, a micro-site was created at www.masti.com/digenverma/masticorner. Responses to all the interactive questionnaires were directed to the email address digenverma@masti.com created specially within the microsite. Within, the microsire, the user coudl download e-promos that could be forwarded to friends to gain mileage points. Users could also play a game with different difficulty levels as well as air their views on the happening topics of the time.While the www.rediffmail.com campaign generated 3294 responses in 4 days, the www.masti.com generated the databased of 8000 respondents. The brand was being re-launched. A new target audience was recommended. The shift was from targeting kids in the below 14 years segment to targeting teenagers.The brand would have a fictitious male teenage character "Digen Verma", a brand mascot. He would be the ideal role model for Indian teenagers, someone they could look up to.The brand communication was to be in two parts - a teaser promoting the brand mascot and the main campaign linking the mascot with the brand.The task at hand was to create hype and curiosity around the mascot and enable the target audience to interact with the brand.The media team, considering the brief at hand, decided that a Multi Media campaign spanning 2 months would be best suited to take the communication across to the brand's target audience.The media campaign included terrestrial and cable-satellite TV, print Internet, outdoor billboards, surburban trains, radio jockey mentions on FM radion and ad-slides in movie theatres.While the TV campaign focussed on generating hype and curiosity on the mascot and brand, the print, internet and outdoor campaign was linked, and provided the target audience with multiple opportunities for brand interactivity.The response from the interactive campaign were collated into a database that numbered close to 8,000 respondents across the country. The brand was in a re-launch phase. The timing of the re-launch was very critical. Summer was around the corner and the soft drink category woudl be launching their full fledged seasonalbe campaigns. It needed to reach out to teenagers in an attention grabbing manner.Teenages today are targeted by hordes of brands 0- from colas to cigarettes, to chewing gum.the communication needed to break through the advertsing clutter and generate interest in the teenager's mind about the brand.The core idea was "just Like that". The multi media campaign that took root form the idea was extremely simple and effective.While it provided the brand with a fresh and young character, it also helped the brand stand out form the competition.a simple and effective idea that cost just USD $1,323,000 across media for 3 months.

The brand was being re-launched. A new target audience was recommended. The shift was from targeting kids in the below 14 years segment to targeting teenagers.The brand would have a fictitious male teenage character "Digen Verma", a brand mascot. He would be the ideal role model for Indian teenagers, someone they could look up to.The brand communication was to be in two parts - a teaser promoting the brand mascot and the main campaign linking the mascot with the brand.The task at hand was to create hype and curiosity around the mascot and enable the target audience to interact with the brand.The media team, considering the brief at hand, decided that a Multi Media campaign spanning 2 months would be best suited to take the communication across to the brand's target audience.The media campaign included terrestrial and cable-satellite TV, print Internet, outdoor billboards, surburban trains, radio jockey mentions on FM radion and ad-slides in movie theatres.While the TV campaign focussed on generating hype and curiosity on the mascot and brand, the print, internet and outdoor campaign was linked, and provided the target audience with multiple opportunities for brand interactivity.The response from the interactive campaign were collated into a database that numbered close to 8,000 respondents across the country.