MUMBAI: Fruit powdered beverage, Tang, from Mondelez India, has announced the launch of their campaign centered around fostering kids’ creativity this summer- ‘Tang Summer Break Bestie’. It is a campaign which aims to offer an interactive experience for parents and their kids. Based on the insight that children may often experience boredom during their summer break as their friends are away travelling, the ‘Summer Break Bestie’ aims to bring a difference to the school break and introduce a take on summertime fun. Through this campaign, which features television actress – Shruti Sheth, the brand aims to stir every child’s creativity by giving them a chance to create their own bestie with the help of unique animations.
By scanning the QR codes on the Tang packs and visiting www.tangindia.in– Children along with their parents can embark on an imaginative and fun journey to create their unique bestie aka friend like avatar for the summer. Whether it’s a panda, an alien, wizard or even an astronaut, the possibilities are over 1.25 lakh combinations. Kids can engage in activities such as skipping, dribbling, cycling, jumping jacks with their besties. Parents can share the clips on various social media platforms using the #TangSummerBreakBestie with an opportunity for participants to win prizes and rewards this summer.
Nitin Saini, Vice President- Marketing, Mondelez India, said, “Summer, with its promise of freedom and fun with friends, turns into a period where children are always eager to experience moments of laughter and adventure with their friends. However, they might get separated from their buddies due to other travel plans during this crucial downtime. So, we saw an opportunity to bridge the gap and bring the perfect summer companion to life for children, which also serves as a great opportunity for them to bond with their parents during the break. With a commitment to infuse fun and excitement, we are happy to introduce the new campaign ‘Summer Break Bestie’ for the young hearts yearning for a fun-filled summertime. A child’s imagination is endless, and we are excited to see the avatars these kids will create to enjoy their summer break.”
Pashyn Sethna and Pranav Bhide, Group Creative Directors, Bates India said, “Summer vacation means 24×7 fun. But it also means friends travelling away and boredom creeping in. So as a brand that champions kids’ break time, the challenge was to keep the fun going all summer. Tang ‘Summer Break Bestie’ is an interactive new platform for kids and parents to come together and create their virtual BFF. Using their imagination, kids can design their own characters, going up to over 1,00,000 combinations! The idea brings alive summertime activities like playing, learning, dancing, reading and more, that kids can engage in throughout the summer. For the campaign, digital, social and influencer channels will spotlight this unique coming together of tech and kids’ imagination to defeat summertime boredom.”
Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India said, “With simple and easy-to-access tech, we are enabling kids to create memorable experiences when they are locked indoors during peak summers. Objective is to drive engagement through various media touchpoints and effectively strengthen Tang’s association with summer.”
