Commenting on the association with HUL for the activation, Kunal Mukherjee, Head - Marketing, UTV Action Telugu said: "Since its launch, UTV Action Telugu has aimed at extending its brand proposition by doing activities which could directly be associated with the brand and target audiences. Rock climbing was a perfect fit as it is an action-oriented, fun and mostly male-centric activity. We associated with HUL during the launch of UTV Action Telugu. Since Sure Men also targets the male audience and has a similar target audience as us, they associated with us for this activation."
Commenting on the management of the activation, Anthony Fernandes, Assistant Manager Client Servicing, Collective Heads, Mumbai said: "UTV Action Telugu had approached us for the project as we had worked on a similar project for them in the recent past, and also worked on other projects for the channel right from the launch. Our responsibility was to use our local market expertise and select malls in the two cities to set up the Action Zone. Everything from booking the mall, shortlisting the artificial rock climbing experts, manpower and logistics was managed by Collective Heads with approval from UTV Action Telugu on each element."
The main objective of the activation was to give people a fun yet action packed experience through the rock climbing activity. A specially created area, called the Sure Men Action Zone, was created in the malls, wherein a 20 foot wall was set up, giving enthusiasts an opportunity to experience rock climbing. Over 400 people participated in the activation in both cities. Mukherjee added: "Since the response in both the cities was extremely good, we might extend it to other cities as well."