MUMBAI: PepsiCo’s mango drink Slice, which had associated with Jhoom Barabar Jhoom via a contest, has now announced the winner.
The winners of the contest called ‘Jhoom Barabar – Slice Uthakar’ got an exclusive opportunity to watch a special screening of the movie – Jhoom Barabar Jhoom with Abhishek Bachchan. The special screening took place at Yash Raj Studios in Mumbai.
“The ‘Jhoom Barabar – Slice Uthakar’ promotion has given me a great opportunity to meet my favourite star – Abhishek Bachchan in person. It is a dream come true,†said the contest winner Anu from Delhi.
The other winners were Rahul (Delhi), Kejal (Mumbai), Vasubhai (Ahemdabad), Prakash (Pune) and Tarun and Sahabuddin Tabrezalam (Kolkatta).< Page Break >
To participate in the ‘Jhoom Barabar Slice Uthakar’ promotion, consumers had to buy a PET bottle of Slice and look behind the label or scratch a card to win exciting prizes that included a Jhoom Barabar Jhoom audio CD, a free 500 ml Slice Bottle and an assured prize of a cool mobile ring tone.
PepsiCo India executive director, marketing Punita Lal said, “Slice has been one of the biggest growth driver for the company in 2007 and its association with Bollywood and Yash Raj Films has further strengthened the brand’s youthful positioning. The ‘Jhoom Barabar – Slice Uthakar’ promotion has enjoyed a great response from our consumers across India and we hope to continue bringing such unique experiences for Slice fans.â€Â
The promotion was kick-started with a 360 degree activation. Slice leveraged this association through packaging, consumer promotions and activation across TV, press, radio, outdoors, and movie theatres. The new packaging for Slice sported the movie’s graphics as well. Slice also initiated a special contest on MTV that requires viewers to create their own video-clips, dancing to the JBJ lead-sound track. The best video clips sent to MTV will be featured on the actual music video of the Jhoom Barabar Jhoom track. The promotion was also backed by a 30 second TV commercial created by JWT that had a young boy and girl waiting to meet the movie stars of Jhoom Barabar Jhoom. The commercial has been directed by the director of Jhoom Barabar Jhoom – Shaad Ali.
