I took Shaktiman to Chennai and created chaos.
Parle G sales was having a tough time in Chennai.
We decided to take Shaktiman to Chennai.
I had built the first pan India integrated marketing services company with presence in 124 markets.
Parle products was our client.
I knew the power of stories.
I knew that Shaktiman (Mukesh Khanna) was a hero for children.
As a character he stood for good values.
Was aligned to the Brand Story.
We worked on a plan to take him to Chennai.
Kids could meet him at an open ground.
The only condition for entry was cut the newspaper Ad and attach two empty Parle G wrappers.
We did a integrated campaign Ads , school promotions , PR.
On the D day Shaktiman was on stage.
We expected a maximum turnout of ten thousand.
The police commissioner was chief guest.
On that day was chaos , over one lakh crowd turned up !
Kids came in school busses.
Each wanted to touch Shaktiman.
Their hero was in front of them.
Parents too wanted to touch him !
Next day front page news in Chennai was Parle G Shaktiman comes to Chennai.
Parle G sales shot up in the South , market share was captured.
A Story can inspire action.
A Story means business.