breezer vivid shuffle
project overview
Breezer Vivid Shuffle was positioned as India’s first large-scale hip-hop dance festival, with the ambition to move Breezer beyond a party RTD and establish it as a credible champion of youth subcultures and street culture in India.
project type
MSL Group (Publicis)
year
2018-2020
my role
Sr. Account Executive
client
Breezer
The platform was built at the intersection of hip-hop, pop culture and mainstream youth media. A curated network of lifestyle influencers, dancers and feature artists was activated to drive cultural credibility, while strategic use of Varun Dhawan’s presence amplified mass reach. High-impact pop-culture media outreach and artist-led moments were designed to push hip-hop into everyday youth conversations, not just festival coverage.
The platform was built at the intersection of hip-hop, pop culture and mainstream youth media. A curated network of lifestyle influencers, dancers and feature artists was activated to drive cultural credibility, while strategic use of Varun Dhawan’s presence amplified mass reach. High-impact pop-culture media outreach and artist-led moments were designed to push hip-hop into everyday youth conversations, not just festival coverage.
The platform was built at the intersection of hip-hop, pop culture and mainstream youth media. A curated network of lifestyle influencers, dancers and feature artists was activated to drive cultural credibility, while strategic use of Varun Dhawan’s presence amplified mass reach. High-impact pop-culture media outreach and artist-led moments were designed to push hip-hop into everyday youth conversations, not just festival coverage.
The campaign delivered 2.6B+ impressions through 300+ media stories and 180 social stories, driving 300.9M social impressions. Breezer Vivid Shuffle generated 303 media stories and 2.34B earned impressions, significantly elevating Breezer’s ‘cool’ quotient as an RTD and earning Gold for Best Surrogate Campaign at the ET Brand Equity Awards 2020.
The campaign delivered 2.6B+ impressions through 300+ media stories and 180 social stories, driving 300.9M social impressions. Breezer Vivid Shuffle generated 303 media stories and 2.34B earned impressions, significantly elevating Breezer’s ‘cool’ quotient as an RTD and earning Gold for Best Surrogate Campaign at the ET Brand Equity Awards 2020.
The campaign delivered 2.6B+ impressions through 300+ media stories and 180 social stories, driving 300.9M social impressions. Breezer Vivid Shuffle generated 303 media stories and 2.34B earned impressions, significantly elevating Breezer’s ‘cool’ quotient as an RTD and earning Gold for Best Surrogate Campaign at the ET Brand Equity Awards 2020.
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