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Digital campaign that draws teen ingenuity, creativity

Indo Asian News Service
11 September 2013

Kolkata, Sep 11 (IANS) You can give a classical twist to Bryan Adam's epic "Summer of 69". Sing to the beats of tea cups and spoons. Kick up a musical storm using cellphone keypads and plastic wrappers. Or else, exhibit your street-art skills with graffiti.

In a young country like India where the youth is the target for anyone wanting to reach out to a large audience - companies to politicians - a leading soft drinks brand has provided a digital platform that is proving to be a hit among teens eager to show their ingenuity and creativity.

"Now, nearly 50 percent of the population is below the age of 25 in India. The total youth population of India is around 500 million, which is more than the combined population of USA, England and France. So appealing to the youth is very important," says advertising and marketing guru Alyque Padamsee.

"Within India, we have two countries now: Hindustan and Youngistan. To get attention, the brand that catches the youth is going to succeed. And to appeal to Youngistan, marketing strategies need to be innovative You can't sway the youth with the slogans of yesteryears," Padamsee told IANS.

Cashing in on its signature "Chalo Apni Chaal" punchline, Sprite from the Coca-Cola stable has started "Teen Till I die" -- a nationwide digital campaign aimed at inviting experimental creations across four genres: music, dance, art and stand-up comedy.

In Kolkata, for example, the company is reaching various colleges and call centres and outsourcing firms to amplify the activity.

"There is no stage, there are no norms, just pure innovation and entertainment. Forget about how it should be done and show us your own moves," reads the tagline of the campaign which began Sep 1 and would end Sep 30.

Entering the contest is easy -- participants just have to shoot their video and upload it on the official website.

They will then be judged by an eminent panel comprising music directors Salim and Sulaiman, comedian Vir Das, choreographer Terence Lewis and Daku -- one of the country's first street graffiti artists.

The judges will nominate five entries from each category which would then be shared on social networks and opened for public voting.

The winners will not only get a chance to be visible all through the month on Channel V but also do the opening act at two of India's biggest college festivals -- IIT Delhi's Rendezvous and IIT Mumbai's Mood Indigo.

There is also the "Chaal of the day" where the most popular video of the day will be awarded.

The campaign has already become a rage with the site brimming with amazing videos, as teens showcase their ingenuity and creativity.

Freestyle football dancers, just a guitarist and a flautist revving up tunes of a complete band, strumming the sitar, playing the signature "Summer of 69" guitar tune, creating amazing graffiti...

The judges are sure to have a tough time selecting the best videos.

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