MUMBAI: Bikes and especially custom-made ones bring alive a thrill unequalled by any other. Del Monte, the global food and beverage brand brought to India by FieldFresh Foods, will rev up lots of excitement at youth hangouts with specially crafted Cruiser bikes. The on-ground activity, called the Del Monte Legend Brigade, will travel to the main metros and mini metros and the associated contest will see the emergence of a grand prize winner who shall receive a similar custom-made bike worth Rs. 2 lakhs.
The aim of this initiative is to popularise the range of Del Monte fruit drinks in pineapple, four seasons (mixed fruit drink) and pineapple-orange flavours and introduce the newly launched flavours of green apple and orange. Also, Del Monte will showcase the various typical availability points in the city for its range of fruit drinks which now include coffee bars and malls.
The Del Monte Legend Brigade starts from Mumbai on 12 June and move on to Pune, followed by Delhi, Chandigarh, Bangalore and Chennai and finally reaching Kolkata as its last port of call.
In each city, the Del Monte Legend Brigade can be spotted at youth hangouts like Barista cafes, Coffee Day Xpress outlets in colleges and BPOs, malls and shopping districts. Regular announcements on radio will specify the date and time of each stopover.
Apart from giving away the instant prizes to the "coolest dudes and dudettes on the spot", the Brigadiers accompanying the Del Monte Legend Brigade will encourage the audience to pose for pictures on the bikes. They will also be asked to post their pictures on a specially created microsite on www.worldfoody.com and invite online friends to vote for the coolest picture. The person who gets the maximum number of votes wins the grand prize, a custom-made, hand crafted bike.
Not to forget youngsters in other cities, Del Monte shall unveil an online biker game on www.worldfoody.com. Gamers may continuously improve their scores and win attractive prizes at every stage. By converting their gaming points they may win the grand prize, the Del Monte Legend Brigade customized bike.
Rage Mobiles assigns creative duties to RK Swamy BBDO; Media Directions bags media
RK Swamy BBDO beat four agencies, including names like Dentsu and Percept, to win the creative duties of Rage Mobiles, a new mobile phone brand set to enter the Indian market. Media Direction has been awarded the media duties. Industry sources peg the account size in the region of Rs 10 crore.
Media Direction will handle the media planning and buying for the new brand.
The pitch took place one and a half months back and the decision on the agencies was taken recently.
Rage Mobiles is planning to roll out phones that will be slim in size and will have unique features like answering machine, Internet access, Qwerty keypad, and so on.
