Growel’s makes the summer a fun-filled one for kids

| Marketing | May 28, 2014 | News

Growel's 101 Mall concluded its fortnight long extravaganza, Bachchon Ka Boom, on May 18. Executed by Everything Goes! Communications (EG), the campaign saw various attractions and workshops to entertain kids aged 2 to 14 while honing their hidden talents.

Speaking about the campaign, Vjay Dewan, Chief Creative Guardian, EG! Communications (an EA & MC brand), said: "Our objective was to create a summer event based on edutainment targeting the kids and increase multiple visits. Our role included conceptualization, content creation, production, design, execution and also supervision of the event."

The numerous activities included gaming sessions (mental and physical), storytelling sessions, theatre workshops, music lessons, mime workshops, script readings, folk and shadow puppetry, karaoke and instrument playing workshops, comedy, dancing and singing workshops. Some of the setup included a life-size 3D book and a 10 ft. lighthouse.

Kids willing to participate had to avail a book from the mall by redeeming a certain number of ‘G++' points. The book recorded all the activities one participated in. To encourage multiple visits to the mall during the extravaganza, various milestones (basis collected points) were defined for the participants to win assured prizes. Participation at every level would fetch the child 20 points while kids donating toys and books got 50 points extra.

A leader's board displayed names and pictures of the kids with highest points in each zone. This was done to motivate kids and parents to participate in the activities. The top 10 kids were eligible to participate in the Grand Finale. The finale was marked by competitions like fancy dress, role play, recitation, dancing and singing. A celebrity judge picked out the most talented performers and stars of summer fiesta.

Commenting on the campaign, Dewan said: "We had to keep a track of the points collected by the kids on a day-to-day basis. For this, a booklet was designed where each zone had a dedicated page with blocks of dates of the event. All database entries were done in a laptop to avoid duplication of registration. On the whole it was a stimulating interactive environment where the young members of the catchment got to experience memorable summer moments."

Everything Goes! Communications was appointed to execute the fortnight long ‘Bachchon Ka Boom’ campaign.

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