Pentagon Activations was appointed to come up with an interactive and fun on-ground consumer engagement that would help build a deep and direct connection with the consumer. This aspect of the campaign would have to run parallel to and complement the preliminary ATL communication of the campaign, which had already been released.

Pentagon was awarded the mandate for this activation on the basis of a pitch process. Commenting on the same, Khushbu Vaid, Director, Pentagon Activations said: "Our conceptualization and framing of the campaign ‘Protect the ones you love' and our eye for detailing in terms of our pre-planning during the execution is what won us the pitch. We shared ideas which would directly be in snyc with their ATL campaign, which was really appreciated by the client. Apart from this, our logistic planning across cities to manage the project was also appreciated by the Bisleri team. This campaign is targeted at all age groups."

Shraddha Nathani, Brand Manager, Bisleri added: "We were looking for an agency which could give us a unique and engaging idea for an on-ground activation, as we were planning to link it to our social media campaign on Facebook and Twitter."

Pentagon conceived of the idea of a unified execution plan which had an on-ground rendition of the ongoing ATL campaign, with a solely integrated digital culmination to it. For the on-ground aspect, Bisleri zones were created wherein consumers had to make a pledge for a person or cause that they would like to protect. They were also asked questions that aimed to generate awareness about the brand and its new campaign. This was followed by a game wherein the people went into Bisleri chambers which had red and black heart cut-outs with a high intensity wind blower at the base. The consumers had to grab the cut-outs in the chamber, with the aim that they had to get atleast 20 red hearts and no black hearts, as each black heart would reduce their red heart points. If the consumers picked 20 red hearts in the given time, then they had successfully managed to protect their loved ones, and they were given t-shirts, mugs and caps as giveaways and had the opportunity to take a picture with Bissi. The consumers were also given Bisleri bottles post the interaction.

For the digital aspect of the campaign, the photographs taken with consumers and Bissi were uploaded on Bisleri's Facebook page, which aimed to generate awareness about the page and amplify the on-ground campaign. The photographs were tagged and the participants informed so that they would visit the page.

As per the consolidated results so far, the activation has generated more than 2,00,000 eyeballs across the three cities, with about 2500 active engagements, while linking the on-ground activation with the digital platform triggered interest among around 3,70,669 Facebook viewers, and generated about 2,398 likes.

Commenting on the overall success of the activation, Nathani said: "Pentagon came up with just the idea that we were looking for. In addition to ATL, BTL was an integral part of Phase II of our campaign. From idea to on-ground execution, they ensured they delivered. The activity received an outstanding response across malls in Delhi, Mumbai and Bangalore."