Art of Chilling - with a desi twist
VGC’s first initiative was to localise the expression of chilling for Indian audiences. Doing away with surf and sea scenarios, VGC redefined chilling as a highly individual activity, meaning different things to different people.
The result of this new insight was the creation of the Foster’s Chillheads, with each of them standing for a unique way of chilling. VGC’s re-invented art of chilling concept was then extended across media to reach customers at various points of experience. This resulted in over 1,00,000 new Facebook fans with 42,500 people posting mentions of the brand every month.
Strategic Branding Communication Environment Digital