Use of Experiential Marketing
Client VRS Foods
Brand Paras Milk
Agency Rediffusion Y&R
To launch Paras fortified milk by demonstrating its health benefits.
Results Direct contact with 6000 parents. Media coverage worth 2.5 million. Sales of 12,000 packs in just 2 weeks. 7% market share within 60 days.
With tight schedules and irregular diets, school kids need to stay energised all day. To tackle this, we hoisted a 20×30 feet frame whose shadow projected a basketball court. As the sun’s position changed, the shadows lengthened and the court became bigger, thereby demanding more out of the players. During breaks, the players replenished their energies with paras health fortified milk.