And stories are never forgotten, none of the children or their parents who were there would have forgotten this experience till today," he writes. "Every time Parle G biscuit was being consumed it would trigger the story of Shaktiman. The marketing veteran further says that by getting the children to meet their hero Shaktiman and his association with Parle G biscuits, his team had got them (children) to become a part of the story. What we had demonstrated is consumers don’t just buy products they buy the story behind the products," he says. What we had created was one of the finest innovative marketing case studies in times of no internet. "The result - the sale of Parle G biscuits went from 50 tons a month to over 2,000 tons. Mudnaney said that his team had also activated its PR, and the next day 'Shaktiman comes to Chennai' was a front-page story across newspapers. ![]() Everyone in the crowd wanted to touch their hero as if some energy got transferred," he writes. This goes on till 6 pm, we had over a lakh people show up to meet Shaktiman. Then a few school buses trickle in, then a few more, then we have chaos. I have a worried look, Shaktiman is waiting on stage. A few children walked in with their parents. The strategist says that the team expected a few thousand children with parents to turn up, but what happened there was crazy. His team did promotions in schools and ran newspaper ads.Īlso read: Your Parle-G, Monaco, and KrackJack cookies will get cheaper soon For this, a ground was booked, and two empty Parle G wrappers per person were the entry ticket. ![]() Mudnaney says that they decided to take Shaktiman (Mukesh Khanna) to Chennai to meet the children. The character matched all that Parle G stood for - energy, stamina, strength, and good values," he adds. He was also a national brand ambassador for Parle G. ![]() Shaktiman - the superhero - was very popular with children in Tamil Nadu.
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