Have fun, says Fanta’s new initiative
16 Feb 2011
Coca Cola's fruit-flavoured beverage, Fanta has decided to tap into the fun and excitement of Holi by launching a customer engagement drive with the Fanta – Funmasters Hunt.
The initiative, which will be rolled out in over 60 cities across 13 states, urges users to come up with creative responses on how they will turn serious moments to fun-filled ones.
''Brand Fanta is known for providing fun-filled, exuberant experience to all its consumers. Through the 'Fanta – Funmasters Hunt' initiative, we aim to bring out the fun loving and playful attitude in today's generation and encourage them to instill joy and fun into life's serious moments,'' said Srinivas Murthy, director-marketing, Coca-Cola India.
The engagement drive, which began on 15 February, will continue till the 20 March. The winner of the programme, who has the best reponse, will get Rs5 lakh and the title of country's Ultimate Funmaster. Besides, Fanta is also giving away Rs4,999 cash prize to users everyday.
Apart from leveraging mass media, the integrated communication program is being supported by a range of initiatives including out-of-home (OOH) media, on-the-ground activities, radio spots and point of sale merchandise.
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