Categories Name : Marketing Strategy

Sub-Category : Promotion

Entry Name (Campaign) : Bourbon Football Friends

Results

Britannia Bourbon, an iconic Indian biscuit brand since 1955, was facing increased competition in the cream biscuit category. The brief was to improve market share and attract new consumers faster than competitors. We created the 'Bourbon Football Friends' campaign around Gen Z and Millennials' passions for football, gaming, and travel. QR codes on packs led to an AR game where fans could team up, score goals and compete to win trips to the FIFA World Cup in Qatar.TVC featuring Hardik Pandya and Shreyas Iyer helped amplify the contest further. Tanmay Bhat and Samay Raina created Reels and Vlogs on social media platforms to reach relevant audiences. Top-performing duos were invited to an eSports tournament hosted by an FMCG brand for the first time. The winners received tickets to watch live games in Qatar, while the top 32 teams got Xbox consoles. Over 50 million packs were sold during the campaign. We achieved 694k+ scans, and 408k+ gameplays, and reached 37 million people, showcasing high engagement. Sales increased 31%, exceeding targets, and continued rising 22% post-campaign. By integrating connected packaging, AR games, celebrity endorsements, influencer collaborations, eSports, and modern retail activations, we created a seamless omnichannel experience. The innovative AR game stood out and the QR codes on packs provided novel engagement. Partnerships amplified our reach across social media.