Britannia Bourbon’s latest AR-based #BourbonFootballFriends campaign that went live a month ago concluded with much swagger by hosting the brand’s first ever on ground Esports event on Saturday, at St. Regis, Mumbai. 24 teams competed and 5 lucky BFF teams won the tournament and an opportunity to enjoy a match in Qatar with their yaar.
Britannia Bourbon, has stood for creating moments of fun between friends with the purpose of fuelling real friendships. This campaign brought alive the brand’s purpose by creating a platform that brought best friends together via some immersive digital experiences. The brand received overwhelming response from the consumers, where many participated in teams with their best friend that today led to a thrilling and nail-biting competition.
Speaking on the launch of the first ever Esports event by Britannia, Amit Doshi, CMO, Britannia Industries Ltd said, “As a brand, Britannia Bourbon has always believed in aggregating fun between friends. We understand the youngsters these days love football, digital experiences and of course, to travel with their BFFs. All we did was offer all these fun experiences via 1 fun campaign. As the country with the largest youth population in the world, India is embracing the new generation’s interests in digital sports and entertainment (statista*). Although, the popularity of gaming consoles continues to grow amongst Indian consumers, a majority of the gaming population chooses to play on their mobile devices. We made the most of this insight and wanted to gratify our consumers with one-of-a-kind gaming experience while igniting fun moments with their BFFs that will be etched in their memories forever.”
Out of a pool of participants, 24 BFF teams qualified for the finale. These teams competed against each other with much zeal and competitiveness. The tournament witnessed renowned faces from the Indian Esports fraternity; Saaransh Jain, Lokmanyu Chaturvedi and Nihaal Thomas who mentored and encouraged the players throughout, making the tournament even more exhilarating. Saransh, Lokmanyu and Nihaal are some of India’s most recognised names in the Esports fraternity and have represented the nation in many international Esports tournaments.
The campaign is created and conceptualised by Schbang. Commenting on the campaign, Aayush Vyas, Vice President- Integrated Solutions, Schbang said “The iconic Britannia Bourbon has always resonated with the youth & this time we wanted to design an experience that’s rooted in tech – with a touch of fun! The Bourbon Football Friends (BFF) campaign started with the introduction of Connected Packaging (QR code integrated) that led consumers to an AR football game! All in all – the campaign has been well rounded with a dash of Technology, Brand experience, Celebrity influencers & Esports!
Ishaan Arya, Co-Founder, The Esports Club, said, “We’re thrilled to be working with Britannia in creating unique and exciting esports experiences that bring together gamers from different cities and regions. The BFF contest was a first of its kind 2v2 tournament, emphasizing real cooperation and we look forward to building more such opportunities for players and fans across India”.