Instead of getting a celebrity to endorse our product, we thought who better than bees to be our spokespersons. In a crowded marketplace, a man picks up a pack of FCS Honey from a kiosk. The moment he opens the pack and tastes the honey, a swarm of bees starts hovering around him and finally settles on his body. As the crowd gathers around him, covered with bees, the Beeman induces product trials.

After the product trials, through response sheets, a database was put together of new customers, who are willing to purchase our product in the near future. The event was extensively reported in several publications and TV channels.

The activation created considerable buzz (quite literally) and was reported in leading magazines, newspapers and television channels. We got free media coverage worth Rs 3.8 million. In the areas where the event was conducted, the product trials went up considerably. Through response sheets, we gathered a database of about 17000 potential customers, who were willing to purchase our product in the near future. As compared to last year’s figures these areas clocked a 38% increase in sales. The client is planning to use this promotion to explore various other markets of India.