Pinkstar Events manages ACC Cements brand activation in 35 cities across North India

by  EVENTFAQS Bureau Marketing | September 11, 2015 | News

Pinkstar Events ACC Cements

Pinkstar Events is responsible for executing a two-month long mall activation for ACC Cements at 40 locations in 35 cities across North India. The aim of the ongoing promotional activity, which started on Aug 7 and will go on till Sept. 30, is to create a platform for the brand through experiential marketing as well as to launch and promote the new ACC Gold cement. The activity is set to reach out to 1.2 lakh people.

While two promoters entice people to gather at the vicinity of the stall, an ACC sales/marketing representative informs the guests about the features of the cement along with the offers available. A female emcee engages people for activities, enhancing the process of collecting leads. Those who participate in live games at the stall are rewarded with gifts, robes, instant photos with branded photo frames and ACC balloons.

Pinkstar Events has been managing this annual activity for ACC Cements for the last two years. It won the mandate to manage the event this year on the basis of its competitive pricing and experience doing the same activity.

Talking about the goals for this year’s activation, Tarun Khosla, North Marketing Head, ACC Cements said, “The aim of the promotion is to create a strong platform for the brand through experiential marketing and promote the new ACC Gold cement with features”.

Speaking about the campaign, MPS Bora, Head Marketing, Pinkstar Events said: "The brief was clear - to create a strong brand recall by reaching out to the target audience in the most effective way. We had to create a versatile campaign that would work across malls and market spaces. We are focusing on time execution and maintaining the universal standards in each city. The two-month campaign requires a lot of intricacy in planning and execution to ensure it goes a long way in every sense." 

The activation is happening in Delhi-NCR, Shimla, Chandigarh, Lucknow, Kanpur, Amritsar, Jabalpur, Indore, Ludhiana, Kota, Jaipur, Bhopal, Varanasi, Dehradun, and Ambala, among other North Indian locations. ACC Cements has also invited its regional dealers and their teams to be a part of this activity.