A Honda Brio was transformed into a colourful car and the people who spotted the car would get an opportunity to win a gift by calling a particular number. The MY FM team visited 943 households, symbolising the channel's frequency of 94.3, and distributed organic colours to support DB Group's cause to save water. The event was promoted through radio and print media.
Talking about the initiative, Shivendra Srivastava, Activation Head - Gujarat Division, MY FM said: "Landmark often does a lot of events by associating with brands to promote themselves and we saw this as a perfect opportunity to create awareness for our respective brands. The idea of using a Brio was because it was re - launching itself in Gujarat."
Commenting on the exercise, Nirang Desai, CEO, Wild Dreams, a division of Landmark Group, said: "Brio was launched a year back and due to a natural calamity in Thailand, the production was on hold. We wanted to create awareness about its re-launch and required a media partner, so we associated with MY FM. In sync with the festival of Holi, we painted the car and created awareness about its launch in Ahmedabad."