BANGALORE: McDowell’s Celebration is launching the ‘Freestyle Friendzy’ contest to find India’s best freestyle footballer.

Betting big on the event, McDowell’s has planned to spend almost half of its annual brand-building budget on the property, reveal company sources.
 
As part of the initiative, a media campaign under the tagline ‘Jiyo Freestyle Dil Se’ (live with a freestyle heart) across print, television, radio, internet including social and community websites, outdoor, digital signage has been designed with creatives by Mudra. The media buying agency is Mindshare.
 
A TVC for promoting the contest will be aired across major national and regional channels, say sources.

The brand has brought in six of the top global 30 professional footballers to India and aims to take them across 21 cities in the country to engage and interact with local freestylers in India. 
 
The finale will be held on December 18, 2009 at Kolkata. 10-15 of the freestylers who garner the maximum online votes will take part in a two-day coaching camp conducted by the six international footballers for honing their skills. The final winner of the finale will receive a free ticket to one of the most sought after league matches in London along with other prizes.

"Freestyle Friendzy is a nationwide hunt that is encouraging amateur Indian freestylers to post their videos on www.freestylefriendzy.com to seek votes for their skills and help popularize the sport," said United Spirits deputy president Ashok Capoor.

NDTV 24x7, indiatimes.com and Radio Mirchi are the television, online and radio partners for the event. DNA is the event manager.