Communication Idea: ‘CELEBRATE THE FESTIVAL OF CRICKET WITH GILLETTE VECTOR PLUS WINNER’.• Foremost, the EVENT brought cricket TO HIM.• ‘Being the best’ BRAND EQUITIES were EXPERIENCED…and PERSONIFIED.• NOTABLE Brand Ambassador Irfran Pathan BLESSED and CREDENTIALISED the event.• NEWS COVERAGE provided ‘UNINTERUPPTED ADVERTISING and put our young man IN THE SPOTLIGHT.A holistic marketing plan supported the program, but this time – RADIO was the lead medium! Irfan Pathan (famous cricket player) & the brand ambassador flagged off the event with a one hour special program on a popular radio station. The whole campaign (on ground) was conducted in 4 phases; awareness building phase, registration phase, preliminary rounds and grand finale. High decibel promotion on radio was backed by extensive coverage by press and television of this carnival type competitive cricket event turning it into a highly successful event.

1. Critically we INCREASED SALES BY 32%2. Achieved HIGHEST EVER MONTHLY MASS-CHANNEL SALES.3. Return on Investment achieved -242.4. 18,000-PLAYERS registered across 5 participating states… more than 50,000-SPECTATORS watched the event!

5. Top of Mind Awareness brand awareness DOUBLED post event—BRAND IMAGERY SCORES increased ON ALL FACTORS.6. 3043-promos-330-RJ-mentions & PR-coverage across 47-publications.