We Excite..

We Engage..

We Inspire..

Experience
d
n
a
r
B
te
a
re
c
e
W

A snapshot of what we do and how...

Our Strength & Presence

Chandiga
rh
Delh
i
Luckno
w

Ahmedab
ad

Kolka
ta
Mumbai :
Head Office
Pun
e
Bangalore

Chennai
Associate Network : Hyderabad Patna

Head O
Mumbai

Branch
Delhi . B
Kolkata
Cochin

Lucknow

We know its crowded out there..

But we offer a bouquet of services like no other!

Urban
Activations
and Events
Rural Activations
Creative Services
Public Relations
Branded
Entertainment
Sports Marketing

FMCG

Brands partnered w
it

Lifestyle

d with
Brands partnere

Consumer
Durables

Brands partnered w
it

Other

d with
Brands partnere

Consumer Activation- Urban

FMCG

Consumer
Durables

Automobiles

Real Estate

Ice Tea category in India, is in its nascent stage. Coming from the house of Pepsi, Lipton Ice tea is the
first in the category to come in a ready-to -drink format..

Year: 2011
unch Lipton
la
o
T
:
e
iv
ct
je
b
O
dian Market
In
e
th
in
a
e
T
Ice

TG:
1629 yr urban
affluent healthy
hedonist

:
Creative Strategy

Chill-O-Minute
feature of

products
to integrate the
refreshing.
being naturally

ons: Quick
si
u
cl
In
t
p
ce
n
Co
agements
g
n
e
te
u
in
m
e
on
e cool and
th
d
n
u
ro
a
g
in
revolv
butes of the
refreshing attri
product.

Over 5,00,000 relevant TG sampled

5% increase in sales
Over 2000 likes received on Facebook

Targeted Cities: Delhi, Mumbai & Banglore.

Year: 2012
reate need for
c
o
T
:
e
iv
ct
je
b
O
product
:
Creative Strategy

pill
Take-a-chillation in Tgs

ts/situ
to highlight poin
quire them to
daily life that re
ves naturally..
refresh themesel
ons: Quick a

si
Concept Inclu
g
izmo revolvin
g
g
in
p
p
ta
t
o
fo
hlighting
around the hig
tion in ones
ra
st
u
fr
f
o
s
n
reaso
them want to
life that make
lves.
refresh themse

Sampling via
rocket bags.
Targeted Cities: Delhi, Mumbai, Bangalore, Chennai & Hyderabad

Year: 2013
ssure mark
Objective: Pre
in Bangalore.
Creative Strategy

eting

efreshed.
R
y
ll
ra
tu
a
N
et
G

le
bust large sca
o
R
:
d
e
e
N
n
la
P
mpling across
sa
s
u
o
e
n
a
lt
u
sim
trade outlets;
rn
e
d
o
m
s
u
o
vari
period of 3
spread over a
months.

Creative innovation: A design a set up that embodies the core offering of the
product..

3 Sim

ultan
Even eous
ts!!

An important constituent of Ranbaxy umbrella, REVITAL WOMAN is specially formulated keeping womens health factors in consideration

Objective:

To conduct an event on the occasion

of Womens day to reinstate that
women form a vital part of
relationship, family, and society in
large, so their health is of
paramount importance.

Creative Route:

U R VITAL
The key engagement was to prompt for Health Pledge Give yourself
the gift of good health Revital Woman! with follow-up idea of Free Health
Checkup Voucher by giving a missed on assigned number.

Simultaneous Tri-city event - Delhi, Mumbai, and Bangalore.

Female celebrities were tied in to lay emphasis to the initiative.

Karisma Kapoor made appearance in Ambience Mall, Gurgaon; Tisca Chopra made appearance in High Street Phoenix, Mumbai; Aindrita Ray made her appearance
in Mantri Square, Bangalore

Tropicana recently introduced a unique blend of coconut water with fruit juice, called Tropicana Coconut Fruit
Blends, in 2 flavors: Coconut Orange & Coconut Litchi.

Objective:
To conduct
sampling for this
new variant at
points of sale /
trade points, doing
justice to its
uniqueness.

Promoter led sampling

Consumer feedback was developed into a concrete evaluation

to share valuable insights with the brand.

Disruption Element: The brands key communication is

Wonderfully light. Wonderfully refreshing. To establish this
in the minds of the consumers, a hot gas balloon, which
visually depicts light & refreshing was used to create disruption
at the outlets.

Our Recommendation:

Break
the
traditio
n

Break free from traditional promotable sampling.

Drive imagery through the Set Up.
Easy-Direct Communication

Interweave an Internal event at Titan - is another opportunity for Titanians to present their best ideas, The sole
intention of Interweave is to help separate divisions and departments to interact and pick up new ideas and
learning from each other.

Year : 2013

Executin
g succes
sfully sin
consecu
ce 2
tive year
s.

The theme for the year being BEYOND THE OBVIOUS, Carat Fresh conceptualized and designed the Pre-function look and the stage
set up accordingly.
To build the theme right at the pre-function area, employees were asked to share their Beyond the obvious moments.
Just after the introduction, a series of presentations were made by various teams, highlighting their innovative ideas. To keep audiences
interested throughout this day long presentation saga, a series of entertainment fillers were executed.

Interweave an Internal event at Titan - is another opportunity for Titanians to present their best ideas, The sole
intention of Interweave is to help separate divisions and departments to interact and pick up new ideas and
learning from each other.

Year : 2012

Focusing on the sole intention of the

event (sharing & Learning of new ideas),
CFI identified elements that represent
ideas and innovation.

Recommended the Thematic Called:

Road To Innovation.

This concept was creatively rendered

onto the content, and set up of the Event.

Homestead, inspired by the iconic legend Michael Schumacher, has brought forward Michael Schumacher world
championship towers. As part of their launch strategy they were helped to first Launch the project and then led to further
press conferences.

MSWT Launch:
25th October 2012

her
Michael Schumac
ith
w
ng
ci
en
er
Video Conf
o Mapping
Launch via Vide
Curtain Raiser
T by Automatic
SW
M
of
ng
ili
ve
Un
.
Technology
Dancers with
n: International
tio
op
t
en
m
in
rta
Ente
nce sequences.
4 International da
Shruti Seth
Celebrity Emcee:

try: L.
Schumacher En

E.D Split

r, with audience
el Schumache
ha
ic
M
ith
w
vous
On stage rendez
interaction
gels.
called Yogis an
s
er
m
or
rf
Pe
l
iona
option: Internat
Entertainment
r
e: Mini Mathu
Celebrity Emce
Press conference

Rendezvous with
MS: 14th
September 2012

MTR introduced a range of authentic South Indian snacks, in 14 variants

as MTR SnackUP.
Objective:
To generate
consumer pull (mall
& corporate
activation and trade
push (trade
activation)
.

.
psLIVE
Recommended

At Rendezvous 2013, one of the biggest youth festivals in Delhi, Bose participated by
sponsoring the musical night Spectrum. CFI offered their services in Monitoring and
Coordination with IIT team on behalf of Bose

To help audiences experience

Bose products during the 4day festival, CFI designed a
unique set up that would be
capable of drawing attention
and at the same time
accommodate all desired
products, leaving room for
TG to float around and spend
good time with each product.

BOSE Sponsors Musical Night in Rendezvous 2013

(IIT Delhi, Annual Festival)

Experience pillars at high

footfall areas

Experience Set Up

On spot registrations and sales were conducted.

psLIVE set their base with ITC by conducting a flawless sampling campaign for AASHIRWAAD. Soon after
that, we were introduced to provide our services to more brand under this umbrella.

Sampl
ing
tradit at ModeRn
&
ional
Trade

psLIve
TRADE
ACTIVATIONS

ITC forayed into the Biscuits market with the Sunfeast.

It has recently added premium cookies under its umbrella
in the name of Delishus.

Brand Problem

Since the product is in its launch phase, riding on the platform of brand equity for Sunfeast, the
recommended activity was kept simple yet effective.

A promoter led tasting & awareness run was conducted at various GTs &MTs across the previously
mentioned cities.

Special emphasis was laid on driving imagery through promoter attire and sampling trays.

Targeted Cities: Patna, Chandigarh, Amritsar, Jalandhar, Ludhiana, Shillong, Guwahati, Hyderabad,
Vishakhapatnam, Bangalore, Mangalore, Chennai, Salem, Puducherry, Bhubhaneshwar, Calicut,
Kollam, Kottayam, Palakkad, Trichur, Trivandrum.

Touch points: Modern trade oulets & general trade outlets

Campaign Snapshot

Competing in the cream biscuit category, Sunfeast dark

fantasy, celebrates its rich chocolate flavour.
It is amongst the recent additions in the ITC Sunfeast basket.

Brand Problem

psLIVE recommended a promoter led vanilla sampling campaign across prominent GTs in
the 2 desired cities.

Trained brand representatives sampled products to relevant TG across the shortlisted

General trade outlets.

The sampling were conducted in premium wooden trays, specially designed for the sampling
of this sunfeast variant.

Interested consumers were pushed for sales.

Targeted Cities: Pune & Kolkatta

Tropicana was founded in Bradenton, Florida, USA,

in 1947. It is now enjoyed almost everywhere in the
world.
Tropicana comes in two categories: 100% Juices
(sold as Tropicana 100%) and Juice Beverages (sold
as Tropicana).

Brand Problem

psLIVE proposed an imagery driven sampling plan. The key product of the new variants was identified as Coconut.
Thus the Set Up imagery was derived using the Key ingredient so as to build an excitement and an understanding the
moment TG witnesses the Set Up.

Disruption & Give away:

Hot gas balloons were used to demonstrate the key communication of the new variants Wonderfully Light,
Wonderfully Refreshing

Activity Flow:

TG were invited to the set up to try the new unique offering from Tropicana. Promoter made them aware of the new
variants and the TG were sampled the flavor they wanted to try. Post this their valuable feedback was taken. Finally,
they were directed towards the beverage aisle to encourage sales.

Targeted Cities:

Delhi, Mumbai, Pune, Ludhiana, Bangalore, Chennai & Hyderabad

Aashirvaadis a brand ofstaple foodand kitchen

ingredients owned byITC Ltd.. The Aashirvaad range of
products includeAtta,Salt,Spicesand Instant mixes.
It has also ventured into Ready meals.

Brand Problem

The challenge was to create an interest among TG to watch the demonstration of ARM preparation.
CFI recommended wet sampling of a universally liked variant Dal Makhani, while other 9 variants
were put on display & pushed for sale.
Activity Flow:
TG were invited to the set up to try the on-the spot prepared Dal Makhni along with fine basmati rice.
Promoters also made TG aware of the other variants available. Post this their valuable feedback was
taken and interested buyers were pushed for sales.
Targeted Cities:
Delhi, ( 6 MTOs)

Campaign Snapshot

From the house of Pepsi Co. & HUL

Lipton Ice Tea is made of tea leaves, real sugar, and natural fruity
flavors that promise to refresh naturally.
First in India, in ready to drink Format
It is targeted at the 1629 yr urban affluent healthy hedonists

Brand Problem

Sampling at MTOs with a twist.

The Twist: CFI designed innovative on-the-go
sampling units: Rocket bags & Chiller Bags to
eliminate various beverage sampling restrictions at
MTOs
Rocket Bag

Chiller Bag

Benefits to brand:
Mobile Sampling
Product served chilled

apshot
Campaign Sn

Targeted Cities: Delhi, Mumbai, Hyderabad, Bangalore &

Chennai.
Timeline: March to July 2012

New party mixers launched under the Dukes umbrella.

Comes in two flavors:Classic Mojito &Exotic Blue Lagoon!
Product Nature: Additive to party Drinks

Brand Problem

 For Creating Awareness: Promoter led product

information dissemination and sampling under
the thematic Take You Part To A New High
Imagery Building: Since the products are
essentially a part mixers, the brand
representatives were dressed in party dresses,
color of each representing the color of the new
flavors.
TG were sampled in typical shot Glasses

Campaign Snapshot

Campaign
Analysis

City

No. of days

Total
sampling
done

Mumbai
Bangalore
Hyderabad

24
5
24

53

16130
2008
12425

30563

Total

TARGETED
CITIES
Total selling Total conversion
done
cost
4089
349
2414

6852

200361
17101
118286

335748

% Conversion
0.25
0.17
0.19

0.22

VANISH is a brand of Reckitt Benckiser.

Available in more than 40 countries worldwide and enjoys a
leadership position in fabric treatment in over 30 countries
including countries like UK, Poland, Turkey, Australia, among
others.

Brand Problem

psLIVE recommended the brand to

engage TG at two levels:
1. Challenge TG
2. A Comparable Demo using a
competitor brand
A branded kiosk was placed with 2
female Brand Representatives
TG was challenged to stain a piece of
cloth as much as they can, Required
material was provided to create regular
stains and then do comparable demo
using a popular detergent and Vanish to
create immediate impact on the TG

Campaign Analysis
END RESULT

Tropicana is the #1 brand in packaged 100% Juice* in the

world in 2011 in off-trade volume. It is today available in
63 countries.
In India, Tropicana comes in two categories: 100% Juices
(sold as Tropicana 100%) and Juice Beverages (sold as
Tropicana).

Brand Problem

Launched in India in 2004.

CFI Treatment
CFI recommended the brand to play with the
imagery of the fruit: Pomegranate, since
Tropicana as a brand is already established
An interesting Kiosk, creatively communication
the Launch of a new Fruity Flavour, under the
Tropicana umbrella, was created set Up across
MTOs in targeted Cities. This also provide space
for Product Display
Product Information dissemination and Sampling
mechanism was kept simple , via brand
representatives.
Feedback from TG collected and presented t the
Brand for its future use.

Campaign Snapshot

Campaign Snapshot

City
Chandigarh
Jalandhar
Ludhiana
Amritsar
Total

No of days
30
23
23
23
99

Total sampling done

44784
23668
25179
29236
122867

Total selling done

515
363
270
240
1388

Total conversion cost

46350
32670
24300
21600
103320

Tata Gluco +is a recent launch from NourishCo (JV between Tata Global
Beverages and PepsiCo. ) and adisruptively challenginginnovation in the
beverages category.
Targeted at SEC C & D: Affordable and hygienic beverage, priced at Rs. 7/-,
offering the benefit of glucose energy, mineral salts and iron that provide
instant refreshment and recharge.
Comes in 3 Flavors: Lemon, Orange & Mango

Brand Problem

Activation Time: During Tamil New year.

Product selling and information dissemination was
undertaken at various TTs across Chennai, to create
awareness about the new product and its functional
benefits.
The core idea was to harp upon the affordability &
functional benefit of the product.

Campaign
Snapshot

Campaign Evaluation

Total Activity
Days

Total No. Of
Outlets Covered.

Stock Sold

Total
Conversion

20

1961

12000

TWP is Indias First Nutrient water.

It Zinc has in it, which builds our immunity i.e. ability to resist diseases.
TWP Pouches are targeted towards SEC C & D

Brand
Problem

Devised an integrated plan : Trade Push and

Consumer Pull
psLIVE recommended brand to use a mobile medium to
reach out to the places where it can find its TG in
abundance.
Thus, an Emcee led canter activity conducted to
support Product sampling and information dissemination
Trade Push : Promoter led sampling and incentive based
plans for encouraging promoters to track interested
dealers.
Also branded collaterals were put up at retail outlets as
sustainable medium, for brand recall.

OVERVIEW

OVERVIEW

Final Results
Total activity Days: 20
Activity Locations Covered : 60
TG Sampled : 1,02,250
Interested dealers tracked: 57

Timeline: August to Sept

22 August 14th September 2012
nd

Campaign
Evaluation

Canter-Wise Sampling Achievement

OVERVIEW
Canter 1

168620

Canter 2

165625

Canter 3

165550

Final Results

Canter 3; 33%

Canter 1; 34%

Canter 2; 33%

Total activity Days: 32

Activity Locations Covered : 281
TG Sampled : 4,99,795
Interested dealers tracked: 180

Time Line: November to December

29th October 10th December 2012

Thanks!
Lets create a case study with your brand now