Showtime has tied with seven to eight bars, clubs, lounges, etc. across the city wherein they have created experience zones to give cricket lovers a complete in-stadia experience of all the IPL matches during the live screenings. Under these tie ups, the venues have the right to use the Pune Warriors name and logo as a part of their official communication, while the venue itself is replete with branding, such as life-sized cut-outs and the Pune Warriors logo. These venues host live contests with prizes such as team merchandise like t-shirts and caps, along with 15-20 tickets to the home games. These experience zones will be in place until May 27. Showtime has also set up OOH hoardings advertising the tie-ups with these venues.
Another activation that is being conducted alongside the experience zones is the ‘Warrior Band Competition', wherein local Pune bands can compete to become the official Warrior Band. A digital campaign for the same is underway with the Sahara management requesting people to post their videos on Youtube. The top six to eight videos with maximum likes/views will be shortlisted, along with inputs from rock band, Parikrama. These bands will then be given a platform to perform at a concert in Pune, slated to take place on May 5 or 6. The opening set will be played by Parikrama, followed by the shortlisted bands. Their performances will be judged by Parikrama, Saurav Ganguly and a representative of Sahara management. The top three bands will then get a chance to perform at the Subroto Roy Sahara Stadium in Pune for the remaining home matches.
Commenting on Showtime receiving the mandate for these activations, Anngad Kohli, GM Sports, Showtime Group said: "We have executed a lot of activations for Sahara in the past. Thus, they invited us to make a pitch against two other agencies. We presented five concepts, out of which they selected these two and awarded us the mandate."