Issue

Conceptualising and executing a marketing plan for Cyclothon– a mass cycling brand IP and event. Given that Kolkata is an uncommon city for large participative road events, this was an uphill task.

Intervention

Pan-City ATL and outdoor campaign with a local celeb,  Hiraan Chatterjee to drive youth in the city across the visibility-familiarity-acceptance-persuasion spectrum in gyms,  clubs and movie theatres.

Impact

The overwhelming participation of  5,300 people and 1.7 crores generated in PR value.

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