Wrigley’s Boomer, the leading bubble gum brand in India, has planned its first ever Bubble Blowing championship (B3C) in India. The event will be executed by PDM India, Percept’s Experiential Marketing Company.
The Boomer Bubble Blowing Championship (B3C) will give kids (8-12 year olds) a chance to star in a Boomer TVC and showcase their bubble blowing skills. The winners of the city auditions will compete on-air to be among the 5 kids who will eventually star in the TVC. This equity building promotion will unfold with a mammoth below-the-line activation across 10 cities viz. Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ludhiana, Lucknow, Jaipur and Pune. PDM will organise these targeted activities in schools, residential complexes, market locations and culminate at malls , simultaneously supported by a high impact TV campaign. Press, outdoor and internet will also be used extensively to reach out to the target audience effectively.
Said Manuj Agarwal, COO, PDM India, “We are very proud to be partnering Wrigley’s for this interesting concept. This has given us an opportunity to show our creative and execution abilities. Our endeavour has always been to create innovative and relevant concepts for brands and their TG. This is one excellent example of the same.”
Said Sanjay Shukla, Head – Promotions division, PDM India, “Innovative ground level brand communication campaigns like the ‘Boomer Bubble Blowing Championship’, provide us a platform to showcase our strength, not only in ground level execution but on a larger platform – of providing a complete and holistic campaign – weaving together all the elements required. We are having great fun doing this campaign and hope to find our “Boomer Stars” soon. ”
Wrigley India intends to make this an annual event for their brand ‘Boomer’.
PDM India was formed in 1994 with the vision to help brands create a 360-degree communication approach. In the years after its genesis, PDM has established itself as India’s leading Experiential Marketing Company. PDM leads in the following core domains: Sports Management, Wedding Management, Fashion & Entertainment Management, Brand Activation, Intellectual Properties and Sponsorship Management. PDM is a division of Percept Limited, an entertainment, media and communications company. With capitalized billings of about INR 1,600 crores (FY’08), Percept, today, is at an enviable leadership position with a team of over 1,000 people and 62 offices across India and the Middle East.