Sunburn signs Hero Motocorp, Woodland, Tuborg as sponsors in season 7
Asia’s largest music festival, Sunburn, is not only in the business of making people happy, they have also extended the opportunity for consumers to take home a bigger, better brand experience. Leveraging their phenomenal audience connect further, Sunburn has taken the reigns and partnered with like-minded brands such as Hero Motocorp, Woodland and Tuborg that speak the same language, to the aspirational youth pan India. Through touch points such as a Dutch international artists maiden TVC for Hero Motocorp, Woodland’s ‘Leave no trace’ campaign, #S7 is poised to create a larger than life experience through the power of the brand. Riding high on its mantra of being a pioneer in innovations and customer engagement, Sunburn scores yet again by associating with giants across automobile, technology, fashion and so on.
Elevating the action to Gear 5, for the first time ever, one of the most celebrated DJ’s, Axwell, gets on his Hero Impulse to swoon the Indian music aficionado through the Hero Motocorp TVC to kick-start their campaign. Furthermore, on-ground, consumers are treated to an experience, wherein they can touch and feel the brand- through a custom photo shoot on the Hero Impulse, which will be made viral later.
Sunburn strategically seizes an opportunity with the global adventure wear brand, Woodland for the 2nd edition of the ‘Leave No trace’ campaign. An initiative that started in 2012; the campaign urges festival goers to not litter and leave behind garbage, through art installations made out of waste material with ‘Leave No Trace’ messages, thereby ensuring a garbage free party zone on Goan beach! Closely interacting with approximately XXXX youth; this initiative has fetched the festival committee significant success since its inception. Furthermore, Woodland also introduced a sipper concept to reduce the usage of plastic/paper. This concept essentially allows fans to invest in a sipper which can be used over the multiple 3-day festival, allowing one to get refills of their drink in the same glass without any wastage of paper or plastic. The sippers will also have a system which will enable Woodland to calculate the number of plastic/paper glasses not used, an experience tied up with a cause giving the campaign a greater edge.
Taking a leap forward on experiential marketing, Sunburn has roped in beverage giant Tuborg in Russia in an effort to extend the Sunburn experience. As part of the global business alliance, every can/bottle of Tuborg, will have branded elements of Sunburn Goa 2013, with a contest incorporated at the back of the bottle from October to December 2013. This contest enables Russian fans to get a taste of Sunburn Goa with an all expense paid trip to India’s beach capital.
Additionally, Tuborg will also be promoting the Sunburn Anthem & Video Contest (SAVC) across countries. Taking its love for the music enthusiast a step further, Sunburn hones creative talent in the music space with the immensely popular SAVC. In its third year, this competition will extend its boundaries to many more countries and will be promoted through a 360 degree campaign across online, digital and print platforms. Winners of the competition are given the chance to showcase their talent at the Sunburn Festival 2013. SAVC has something for budding music composers as well as video jockeys. For the audio aspect, music composers are urged to remix original parts of a track into a brand new and original composition which will stand a chance to be heard on a premier platform- the Sunburn Goa 2013 Anthem. The visual jockeys will be competing to create a 60 second visual for the anthem chosen. Apart from being given the chance to play at Asia’s largest music festival, the winners will receive an all expense paid trip to India’s party capital, from anywhere in the world. Taking Sunburn across seas, this competition gives music aficionados a chance to showcase their talent on a global platform.
Speaking on this announcement, Shailendra Singh, Joint Managing Director, Percept Ltd, says, “We’ve created Sunburn with a vision to unite fans and allow them to experience something that they will never experience. Their time spent on Planet Sunburn is a world apart and we’ve taken this opportunity to partner with brands such as Hero Motocorp, Woodland and Tuborg to offer fans a greater experience that they will keep coming back for. Experiential marketing showcased in the form which it will be at #S7 is the future of a brand-consumer connect and will be a hugely sought after tool by brands across.”
“We are dedicated to fuelling passion for the outdoors and encouraging appreciation of outdoor activities amongst individuals of all ages and abilities,” said .Harkirat Singh, Managing Director, Woodland Worldwide