Fountainhead MKTG Takes Experiential Engagement to a Different Level for Hasbro India at Comic-Con

Marketing | February 2, 2018 | News

Fountainhead MKTG Comic Con India

Hasbro India LLP flagged off its Comic-Con 2017 participation with My Little Pony zone on November 11-12 at the Comic-con Mumbai, followed by The Transformers Zone on December 15-17 at the Delhi Comic-con. Swept away by the Comic-Con tidal wave, this five-day extravaganza of pop culture ended with a blast.

Fountainhead MKTG, from Dentsu Aegis Network, planned and executed the experiential stations at the events for the brand. The pop culture convention saw a footfall of approximately 4000 and 3500 people respectively each day in both cities.

The entire agenda of the event was to create a long-lasting buzz and connect with the audience. The design intent was to create a high impact, for which colorful visuals were used. The target audience for the brand was heterogeneous and hence, the station showcased brand products via multiple consumer engagement activities and product displays.

 The Little Pony Zone was designed to personify the pony characters leveraging, brand colors and interactive installations. The feel of the station was to celebrate the Friendship Festival, with a huge mirror. Wigs and funky glasses were given to visitors to build memories with friends through a photo op.  The entrance to the zone had two pony statues and was brought alive by the rainbow element of the brand logo. It also highlighted the ‘Mane 6’ i.e. the six key characters from the My Little Pony Franchise.

For the Ponification Zone, tattoo artists were hired to engage the fans with cutie mark tattoos. Other props, such as wigs were also provided to fans to ponify their looks and be a lookalike of their favorite pony. An Underwater installation was also set up with a fun bubble machine, which was directly linked with the sequestra theme of the upcoming My Little Pony: The Movie. Throughout the day, an emcee kept the audience engaged with multiple quizzes. Winners went home with friendship bands and many lucky winners took away couple movie ticket passes.

The Transformers Zone was created by using the life-size statues of Optimus Prime and Bumblebee. Along with them, the station hosted a game, giving fans an opportunity to convert transformer toys into vehicles and vice versa. The winners were gratified with exciting merchandise. The brand setup also featured an unexampled AR zone, designed specially to transform fans into their favorite character. Fountainhead MKTG's distinguished application of content and mobilization of experiential engagement added a feather in their cap, making the stations shine during the event.

The event closed on a happy note, with successful brand awareness and a one of a kind experience for the fans.

The pop culture convention saw a footfall of approximately 4000 and 3500 people respectively each day in both cities.

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