Dabur: ACE OF PACE

Credits & Description:

Category: Sponsorship or Partnership Campaigns
Advertiser: DABUR INDIA
Product/Service: ENERGY DRINK
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Date of First Appearance: Apr 10 2009 12:00AM
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
National Head: Ambika Sharma (Jagran Solutions)
National head Operations: Pankaj Raj Kumar (Jagran Solutions)
Senior Account Planner: Jitendra Rajora (Jagran Solutions)
Group Account Manager: Ankur Rajgadhia (Jagran Solutions)
Senior Group Account Manager: Sachin Sethi (Jagran Solutions)
Media placement: On-Ground - Schools - 10 April 2009
Describe the objective of the promotion.
To promote Dabur Glucose D as the preferred energy drink amongst kids and to gain awareness for brand through a relevant connection with target group.
Describe how the promotion developed from concept to implementation
A sports property: Dabur “Ace of Pace” was created, aimed at finding India’s next pace bowling sensation. Participants were selected across 2 groups: Under 14 and Under 17. The selection is conducted through school contact programs across the 2 StatesTop personalities of Indian cricket constituted the Jury for Dabur Glucose Ace of Pace and are actively involved in the selection as well as the grooming process. The winner got a chance to meet Zahir Khan (an ace bowler from Indian cricket team) and get bowling tips from him.
Describe the success of the promotion with both client and consumer including some quantifiable results
The activity received tremendous response with over 14000 students from across the 9 cities participating in the selection process.The event was covered by all the major print media like Dainik Jagran, Amar Ujjala, Hinustan Times, Hindustan, I-Next and Agency Faqs.Approximately 66,561 students participated in an interactive quiz contest.Approximately 1,20,000 students were informed about the product and the campaign.City Level Selection: 1638 students participated in bowling contest.
Explain why the method of promotion was most relevant to the product or service
The property aimed to leverage much loved sports of the country as a platform to find and groom a true sports person.Print, Radio & On-ground media was used to announce and execute the campaign.The program was launched through a press conference with renowned personalities from India Cricket Team.First phase aimed at city level selection in 150 schools. Students were judged on speed, accuracy & bowling action. The shortlisted candidates were called for a final selection.The whole initiative was created by Dabur Glucose: an energy drink.