John Players launches season 2 of youth engagement platform - #Buddiez
John Players, the iconic youth fashion brand has launched the second season of its popular consumer engagement platform #Buddiez. The brand’s activation in association with Zoom TV hunts for the 'coolest buddies of the nation' rewarding them with an all-expense paid trip to Goa and a chance to feature in an exclusive music video on Zoom.
In its second season, John Players has taken a big leap to make this grandest activation of its kind, ever. Apart from increasing the reach to 46 colleges in 6 cities, the brand has roped in popular Zoom VJs – Manish, Aradhana & Teeshay who take all buddies on board through this journey of fun-filled tasks for a month to arrive at the winners. John Players, with its tradition to keep up with the millennials lives, has brought in newer technological platforms – Dubsmash, Periscope & more to engage during tasks. And to top this fun ride, brand has added to Goa Trip & Music video; a gratification as cool as a Winners Pool Party at one of ITC’s five star hotels!
Mr. Atul Chand, Divisional Chief Executive, ITC's Lifestyle Retailing Business Division said, "John Players #Buddiez", brand’s latest cross media consumer engagement program, in its second season becomes bigger & bolder. Anchored in its core values of Friends, Fun and Freedom, the brand brings its essence alive through this journey of buddies to become celebrities. We have scaled this up in its reach & impact; along with adding a lot of technology which is millennials’ second home. Being a youth fashion apparel brand, John Players feels the pulse of today's youth and translates it into inspired fashion clothing that's vivid, vibrant and playful. Through John Players #Buddiez activation we are going to youth hotspots for greater engagement with Gen Y, celebrating their fashion sense and spirit.”
John Players #Buddiez is reaching out on ground to colleges across Delhi, Mumbai, Bangalore, Pune, Kolkata and Hyderabad. The initiative with its launch recently, has already got 800+ entries and has garnered lakhs+ interactions already on social media. The conversations around John Players #Buddiez have trended on twitter all India during launch & the brand intends to take the digital buzz up higher further in coming weeks.
The brand exhorts to India’s youth from any corner of the country to register on www.buddiez.co.in and get a chance to enter stardom. In a series of rounds, involving registrations of the buddies online, visits to John Players stores for clicking coolest group-selfies and voting on the microsite; the verdict would be out in a month’s time with the ‘coolest buddies of the nation’.