Jagran Solutions taps the ‘real man’ through a series of street plays
Haywards 5000 an iconic brand from SKOL Breweries, the operating Company of SABMiller India, has come up with a new communication of “Haywards Hai Toh Hausla Buland”. “Hausla Buland” is all about the unwavering spirit of common man to maintain his resolve despite the tough circumstances in his life. The brand spread this message to its target audience through a series of street plays held in various cities & towns, across India.
Jagran Solutions - India’s leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies, have undertaken this campaign with the objective to create a brand connect with consumers.
The street play introduces a character called “Haywardian” who is the quintessential Haywards personality and embodies the traits of a resilient and optimistic individual who has realistic ambitions and takes action towards fulfilling them. He wants to move ahead in life through fair means, believes in his own hard work and does not seek short cuts to achieve his ambitions. It depicts the story of how the protagonist of the play maintains his optimism in tough situations and gradually moves towards the next milestone.
This play helped in sensitizing people to what is “Buland Hausla” and how a common man will rise slowly but steadily if he maintains resolve despite tough circumstances. This play also highlighted the merits of adopting fair means, hard work and education.
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Commenting on this initiative, Derek Jones, Director Marketing, SABMiller India, said, “Haywards 5000 is the flagship brand of the company, and is a favorite of consumers across the country and the Hausla Buland campaign is a perfect platform to reach out and connect with them. We believe these street plays reflect the character of the brand and were a good learning for the people of India.”
Ms. Ambika Sharma, COO, Jagran Solutions comments, “The activation brings alive brand proposition. It has been designed keeping this specific Target Group in mind. It reaches out to the audience and creates opportunities for engagement with the consumer as well as delivering the brand message”.
The activity is very interactive for the audience. After the skit is over, the target group present is asked to share their life struggle incidents in front of audience. Further, after listening to their authentic stories they are declared HAYWARDIANS and are presented with Haywards merchandize.
Haywards 5000, launched in the year 1983, is one of the India’s largest selling strong beer brands. Haywards 5000 is brewed with the choicest of malts and hops lending itself to a unique flavor profile to suit the Indian taste and preference. It is the hallmark of original and authentic strong beer brands aspire for.
About SABMiller India:
SABMiller India is the Indian arm of SABMiller Plc, one of the world’s largest brewers with brewing interests or major distribution in over 60 countries across six continents. With ten high quality breweries located strategically across India, SABMiller is well placed to service the markets quickly and efficiently with a workforce of over 2000 people. The Company has, in Andhra Pradesh, created the first brewery in India to have more than 100 million litre capacities, which is twice the size of the second largest brewery in the country. SABMiller India offers popular brands like Foster’s, Haywards 5000, Haywards Black, Knock Out, Royal Challenge, Peroni Nastro Azzuro and Indus Pride.
About Jagran Solutions:
Jagran Solutions is a new age marketing communications company which provides brand activation solutions via Consumer Connect Strategies. It is a part of Jagran Prakashan Ltd. The group owns multimedia brands like, J9 Ventures providing VAS and mobile marketing solutions, Jagran Engage: OOH media solutions, I Next: tabloid for Youth. Jagran is a national agency and a pioneer in Integrated Marketing Communications specializing in Planning and Implementation of measurable Brand activations in India with offices in Delhi, Mumbai, Bangalore, Kolkata and Chennai.
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