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. And so, they opt for a quick-fix solution to their problem; one that conventional media appears to offer.

We put flyers/leaflets in the local newspaper and invited participants between the ages of 15-60 yrs. to audition for the Slam 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+.-And 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.