Under this activation, from April 6 to May 13, Candid Marketing organised a game of roulette with a twist - the Cricket Roulette game. This activation was conducted over weekends at select bars and permit rooms across around 58 metros, mini metros and tier II cities. Candid Marketing won this mandate on the basis of a multi-agency pitch.

In the bars and permit rooms where this was being conducted, patrons were approached to buy Kingfisher Strong beers; once they did, they became eligible to play Cricket Roulette. Each purchase of beer warranted one turn at the wheel. The roulette wheel had different slots for the runs that could be scored - 1, 2, 3, 4, 6, Out, and Free Hit. Players could rotate the wheel using the ‘bat handle', placed at the center of the wheel, and drop a ball on the green portion once the wheel was spinning. Runs were scored based on which slot the ball fell in when the wheel stopped spinning, and winners won goodies according to their runs.

The patrons could also participate in the lucky draw contests, wherein each coupon had a question that needed to be answered. Winners of the lucky draw were given the chance to watch an IPL match live at the stadium, with a companion, free of cost. On arriving at the match city, the winners were checked in to the hotel and asked to shoot a testimonial video in which they spoke about their ‘kingfisher experience'. Candid Marketing made the arrangements for the winners' travel to the stadium and back.

Commenting on the activity, Atul S. Nath, Managing Director, Candid Marketing said: "We understand that catching and holding the attention of the target audience at bars and permit rooms is a difficult task for obvious reasons; the challenge was to creatively engage them. Considering this, the Cricket Roulette game was a perfect fit. It was very well received by the target audience and the enthusiasm that consumers showed to get the ‘Kingfisher Experience' was very encouraging."