Mars Wrigley UP-Focused State Spoke Activation

Mars Wrigley launched the Focussed-State Spoke campaign to expand brand visibility and sales in rural Uttar Pradesh. Targeting 167 towns and 4,242 retail outlets over 334 days, the campaign employed a hub-and-spoke model, combining retail activation, consumer engagement, and visibility tactics.

Objectives

Increase brand visibility in rural UP.
Boost product sales and market penetration.
Engage consumers through interactive activations.
Build long-term brand loyalty.

Key Execution Elements

Retail Activation: A branded van distributed products and raised awareness.
Consumer Engagement: Walking inflatables, Mithi Potli, and scratch-and-win contests.
Visibility: Extensive POSM materials, including buntings and wall paintings.