Toast Events conceptualises and executes Garnier’s open-air bus ride activity on Marine Drive
by Isha Gakhar Marketing | September 29, 2015 | News
Alia Bhatt Garnier Toast Events Dubsmash
On Sept. 22, Toast events executed a meet and greet for Garnier on Marine Drive Mumbai. The B’town prodigy Alia Bhatt was spotted enjoying an open-air bus ride atop the Garnier Bandwagon along with 10 lucky Garnier PureActive contest winners and her fans.
Commenting on the event, Pummi Khanchandani, Lead Client Servicing, Toast Events said, “We’ve been working closely with Garnier since a while now on multiple projects but the real challenge is to outdo the previous event in terms of creativity and execution. Taking Alia Bhatt on an open-air bus on Marine Drive sure did the trick this time around! The bus on Marine Drive caught a whole lot of attention. Bikers and cars followed the bus and fans chanted Alia’s name! It was mayhem but we enjoyed every single moment of it.”
Earlier in May this year, Garnier launched the Neem+Tulsi High Foaming Face Wash. Celebrating the success of this product, Garnier partnered with Toast Events to come up with a concept to showcase everyday fun, friendship and flawless skin in an event with their brand ambassador Alia Bhatt.
A few days before the event, Garnier also ran a contest digitally with the hashtag #fightagainstpimples for the promotion of their latest Neem + Tulsi Facewash. People from across the country participated and lucky winners were picked to meet Alia Bhatt for an afternoon of fun!
Toast Events took into account the product tagline, Fight Against Pimples, and thought of a way to create an activity where Alia and the winners could let lose and not worry about problems that cause pimples. An open-air bus was branded and Alia and the winners got on for a fun ride on the Queen’s necklace.
On the bus, Alia interacted with the winners as she answered all their questions. She further clicked instant Polaroid pictures with all the winners and handed them over after she autographed them. She even recorded Dubsmash videos with some of the winners! Well, isn't that cool!
Talking about meeting winners in a moving bus, Alia said, “I had such a blast meeting these young and beautiful girls, who like me, are cautious about their skin. We all love being outdoors and it’s unfair that we restrict ourselves because we’re worried about the pimples caused by pollution, germs and oil. High-tea with my fans in an open-air moving bus was fantastic; it was like Garnier gave me my very own real life Chaiya Chaiya moment with my fans.”
Speaking about the logistic challenges of the event, Deep Devgun, Lead Operations, Toast Events added, “Security for the event had to be chalked down and managed to the T since we expected complete hysteria on Marine Drive. Special police permissions, route maps, safety protocol all had to be looked into. Operationally it was quite a challenge but it’s great that Garnier trusts us to execute unconventional events, breaking norms of traditional venues and setup.”
On the bus, Alia Bhatt engaged in fun activities with the contest’s winners like creating Dubsmash videos, selfies, and so on.