People associated with HP followed the brand for its technology. When it partnered with the IPL team Royal Challengers, it was a first-of-its-kind partnership. The challenge was to create an emotional connection with the fans while keeping the product in focus. To create this connection we chose the Baccha Party, as the printer is an ideal choice for school going children who need print outs for small things everyday.
Based on this insight a 360-degree surround activity was planned that gave RCB junior fans a chance to express their fandom. For this, a contest was organized in partnership with Radio Mirchi and some of their most celebrated RJs – RJ Naved in Delhi and RJ Vineeth in Bangalore where two winners out of the total 1400+ entries got to host an RCB themed party. HP Ink Tank Printer fulfilled all the decorations, gifts, and creative needs of this party- the party had everything cricket themed, from the decorations to the cake and the kids even sat together and watched cricket. The winners really felt like the star of the party as the theme got the kids really excited and overwhelmed.
The level of personalization made the party memorable for all the kids and parents and helped us build that emotional connect we wanted to build.
With this first ever IPL party with kids, we observed 12.3M impressions and 251k engagement, making this #BekifarBacchaParty a huge success.