Description about the project

A research was undertaken to understand the pulse of the TG. A family man from Andhra Pradesh, from a joint family scenario who draws his aspiration from Tollywood movies, good food and a good life of luxury. Team BOI together with the corporate team at Santoor strategically designed the Maha Jalsa for 6000+ dealer audience across Andhra Pradesh to give them a red carpet experience. Over 50 popular Mega Stars, Glitterati & artists were signed up for the high impact stage show. With an apt mix of song & dance sequences, comedy acts, music concerts by popular singers, spiced with a fashion show, making this event one of India’s largest entertainment driven event undertaken by an FMCG brand for trade mobilization. Creating an extravagant experience with 5.5 hours of nonstop entertainment for all stake holders. An incentive scheme was floated for 20,000+ dealers across Andhra Pradesh. A Sales Matrix with slabs of Silver, Gold & Platinum basis maximum purchase of soap making the dealers eligible to attend the Maha Jalsa. 6000 dealers were selected. Dealers in the Platinum bracket could bring an extra guest along to the extravaganza that took place at Gachibowli Stadium at Hyderabad.