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Canada Dry® Invites Consumers to Chill This Summer with Bollywood Picnic

Canada Dry® is introducing a new, insights-driven marketing campaign developed
specifically for South Asian consumers. Coming this summer, the new creative concept
invites South Asian community to chill and unwind with Canada Dry® and a “Bollywood
Picnic” experience.”

A 2017 qualitative study suggested that watching TV shows and movies from back home
is important for many visible minorities in Canada to stay connected to their culture. To
South Asian Canadians, there’s nothing better than enjoying a Bollywood movie night
with their family and friends.

The 2-month campaign leverages the famous Bollywood movie culture to deliver the
brand message – “Real Ginger, Real Chill” through TV ads, digital ads and in-store POS.
The highlight of the campaign is the Bollywood Picnic Contest, offering a private
Bollywood Picnic experience for the winner and his/her guests, including a performance
by renowned Bollywood singer and actress, Miraya Varma. Some of Miraya’s famous
tracks include “Lovely” and “Yalla Yalla”. It is all about celebration with decoration, cuisine,
music, live performance and Canada Dry® Ginger Ale.

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