A Big Toast to Chandon India for being The Party Starter
by EVENTFAQS Bureau Marketing | May 17, 2017 | News
Toast Events Chandon Anushka Sonam Kapoor
After introducing India to a world of bubbly in 2013, Chandon India in creative collaboration with Toast Events created a campaign, The Party Starter™ from mid-January to March, 2017, befitting a brand that stands for all things fun, celebratory and spontaneous. The campaign sought to position Chandon as a drink that kickstarts every party.
Targeting millennials, the communication needed to be fun, showcasing the attributes of the brand while inducing the spirit of the party starter. Toast Events created a campaign which was crafted and phased, showcasing the story of The Party Starter™ across online and on ground platforms.
In Phase 1, the first leg of the campaign took the spirit of Chandon on ground, as Chandon introduced its Limited Edition End of Year bottles of the same name. The message that the brand is communicating is clear - all you need is a flute of Chandon to transform life’s mundane moments into one big party because Chandon equals a party state of mind. Reaching out to existing and potential consumers, the second leg of the campaign took the digital route.
Phase 2, Toast Events created an integrated campaign with a Bollywood celebrity and a musician to showcase the personality of the brand and gradually lead to increase in brand awareness, visibility as also understanding of product consumptions, giving birth to The Party Starter™ anthem. Starting with Anushka, who came on board to compose and sing The Party Starter™ anthem, the tone was set. The next step was to make a video that has an international feel to it. Styled to perfection, Sonam Kapoor and Anushka looked like nothing less than divas on the lively track that flaunted their sizzling moves. The video runtime of less than a minute and the anthem managed to grab everyone’s attention and get everyone grooving.
Commenting on the campaign, Priya Dugad, Client Servicing Lead, Toast Events said, “When we connected with Chandon India, the objectives were defined and we knew that it had to be that one thought that the right communication to the right audiences. The idea stemmed and we knew this was the right approach. Creative meetings with Anushka, Sonam and Chandon helped us shape the format and create a perfect integrated experiential campaign.”
The Buzz it created? Millennials these days just don’t want to settle for anything less. They are always on the look out for something that’s quick, quirky and shareable. This video checked all the boxes, creating a viral effect as Sonam, Anushka and Chandon shared it on their social media platforms, encouraging their followers to posted their entries.
Commenting on the campaign was Sophia Sinha, Sr. Manager Marketing – Chandon India “Chandon could not think of anyone better to partner with on this particular collaboration than Anushka Manchanda, known for her edgy style of singing and of course the beautiful, talented and extremely digitally savvy Sonam Kapoor. And for this our partners Toast are to be "toasted". They found us the perfect partners and helped us execute this amazing campaign in the best way possible.”
In Phase 3, targeting not only dance lovers, the vibe of the video got audiences grooving as thousands of entries flooded the internet as they performed the hook step and posted it online. With a cumulative reach of over 40 million unique users, the campaign was a hit as thousands of followers posted their videos on social media, breaking the internet. Culminating the campaign, a Press Conference was hosted, where Sonam and Anushka lit up the stage as they danced to the tune of The Party Starter™ anthem, communicating to the members of the media and consumers about Chandon and The Party Starter.
Sinha sent on, “The Party Starter™ stands for what we as a company believe the brand represents – breaking the mundane moments and converting each experience into a party. Everything we do, however small, has to have the Chandon touch to it. Ms. Kapoor is a perfect example of what we as a brand believe in. With her fun-loving, bubbly persona, she stands true to our brand’s attitude and approach along with having a very influential digital presence. Not only is she a remarkable actor and a game changer in the fashion space, but also a true Party Starter™. Toast helped us take our idea beyond our dreams and did a fabulous job to help us beat all planned targets. We reached over 10 million consumers organically and got over 40million impressions."
The Party Starter™ from mid-January to March, 2017 saw Toast Events craft an integrated campaign with singer Anushka and actress Sonam Kapoor on board.