Eveready has been a passionate supporter to one of Kolkata's oldest and thrilling events, the Calcutta Derby. Taking place every year during the on-set of winter, the Eveready Calcutta Derby Stakes is one of the most followed horse racing events in the Indian calendar.
Eveready has been the proud sponsor of the event since 2005, which is held at the Royal Calcutta Turf Club. The event holds races of varying lengths with some of the best horses and jockeys from the country.
The perfect opportunity for everyone to experience the thrill and excitement of a derby, the Eveready Calcutta Derby Stakes features exhilarating action throughout the day and embodies the energy and passion that Eveready is built on.
India has always been famous for its festivals and fairs; most of the fairs held in India are either religious or a celebration of change of seasons. The major Melas held in India are absolutely mesmerising such as the Kumbh Mela - the largest religious gathering in the world, the famous Sonepur Cattle Fair near Patna, which is the world's largest animal fair, etc.
By participating in these Melas where the visitors are predominantly rural, we get an opportunity to interact with our consumers and get an insight to their likes and dislikes. Other than Eveready, many other prominent brands also participate in such gatherings to attract consumers and boost their brand recall. Such events also serve the platform for companies to introduce their diversified portfolio of categories and products they have in offer for the consumers.
Brands put up the stalls with attractive offers and games to increase the involvement of the consumer with them. Pamphlets, billboards, flexes etc. and all feasible modes of communication are done to make the consumers aware of the brand's presence in the gathering. The biggest challenge for a brand here is to stand out in the clutter of brands present there trying to make an impact.
Eveready has been amongst one of the most active brands participating in these rural gatherings spreading across it brand message very prominently. Apart from stalls, this year to differentiate ourselves from others, we explored various different branding options like camel branding, giant wheel branding, walkers, inflatables, pole branding, dhaba painting, banners, shop branding etc.
Red Group Snap Contest was a very successful on-ground activity held at various prestigious colleges across India. Eveready set up kiosks where students got their group pictures clicked while posing with a range of interesting red coloured props. At the end of each day, all the pics taken on the day were uploaded on Eveready's Facebook contest app and were up for voting. The entries that received maximum Votes/ Likes took home some great prizes.
The Red Group Snap Contest gathered a lot of engagement - both on-ground and online on social media. This campaign was a perfect example of how social media and on-ground activity can be combined to generate brand engagement and popularity.
'PhotoBoxi', an interactive photo booth, installed at some of Kolkata's prominent racing events garnered a lot of praise from Eveready fans, both on-ground and online on social media. The guests at Kolkata's prestigious Royal Calcutta Turf Club (RCTC) celebrated the New Year's Day Racing event against the backdrop of sprawling Kolkata Race Course at Eveready's automated Photo Booth.
Buoyed by the success of 'PhotoBoxi' supported advertising, the excitement was repeated at 'The Eveready Calcutta Derby Stakes 2015' held at the same location about a week later. Select pictures from both the racing events were uploaded on Eveready's social media channels.