UTV Action is partnering Hot Muggs for a series of five city pub crawl involving Cheers! Beer Lovers Club (CBLC) in the cities of Mumbai, Delhi, Bengaluru, Chennai and Kolkata over the coming months. The first pub crawl kicks off from Mumbai on October 24, 2010, featuring some leading pubs in Churchgate. The club is promoted and managed by Prognosys Perception Management, which is also managing the pub-crawl event.
As reported earlier on EVENTFAQS, the club was founded by the agency along with Hot Muggs to promote the latter's beer-related merchandise. This time around, for the pub crawl event, the television channel has come on board to take forward its Panja activity to the end consumers as well. The activity was initiated a couple of months ago by the channel at media buying houses.
Kunal Mukherjee, Marketing Head, UTV Action, said, "We wanted to engage our end consumers through the Panja initiative which was quite successful in the first leg among the trade audience. This pub crawl activity was a perfect fit for the brand to associate and engage our core target audience."
The pub crawl in Mumbai kicks off from Valhalla, (near Eros Cinema) and proceeds to Mocha (next to Ambassador Hotel), and concludes at Geoffreys (Marine Plaza). At each of the venues, the participant will get to taste a different beer ranging from branded to exotic, along with snacks as condiments.
Sudarshan Srinivasan, President, Prognosys Perception Management, noted, "We are expecting around 75 participants in each city for the pub crawl activity." He informed that the agency is also in talks with other sponsors for similar initiatives through the clubs activities. "This is the first pub crawl event we are organising under the banner of CBLC, though we had organised a party sometime back for its members. Going forward, we will be announcing a few more on-ground and experiential marketing initiatives," he observed.
Every participant attending the pub crawl event receives a Goodie Bag at the gathering point and at each pub, there shall be a "panja" activity, set up by UTV Action, and conducted by the organisers. Additionally, there shall be fun games and activities conductedat each pub like, beer pong, drop the dime, beer race, etc.
Pub crawlers shall be issued "Passports" that can be stamped at each venue and more stamps can be collected by winning games and prizes. These stamps can later be redeemed for discounts, gifts or other CBLC events. Participants can also log on to the UTV Action website to register for the Panja contest and be a part of the league.