RAW Pressery spreads health message at Pinkathon

As the official health beverage partner of SBI Pinkathon Pune, cold-pressed fresh health juice brand RAW Pressery launched some innovative brand activation activity recently in Pune's marathon event. Conceptualised and executed by Mumbai-based Brand Evosys, RAW wrapped the whole event in pink through banners, kiosks, innovative juice carts, yoga mats, life-size juice bottles etc. The activations mixed the "health” aspect of both the juice brand and the event that helps in spreading awareness about breast cancer among women. RAW will continue the partnership with Mumbai Marathon and the forthcoming Airtel Delhi Half Marathon. The brand has also been part of Mumbai's prestigious Eden art & Fair.

Talking about the idea behind the partnership, Karishma Daswani, Marketing Manager, RAW Pressery, explained, "Pinkathon is a great initiative and is ideal for first time runners. We are glad to be supporting a cause like breast cancer that is so widespread and requires greater awareness. About 60% of our TG is women and so we thought this is exactly where we want to be - supporting and standing with first time runners, marathoners and all the pink sisters out there.”  The campaign was successful in spreading the brand's mantra'All Good No Bad.'

"The brand offers raw & fresh juices that says all good, no bad. Keeping that in mind, we explored collaterals that had a nature's touch, raw finish such as pine wood for display and branding. We have recently developed a cart in pine wood material for dispensing cold juices that has been displayed at the Eden Art Fest at Mahalaxmi Race Course, Mumbai and can be used at similar events in future. The other regular collaterals used for communication such as flex, roll-up standees etc were designed around similar natural and raw themes. For Pinkathon, we used a life size bottle cut-out made of sunboard on metal framing & branded five pagodas provided by the Pinkathon organisers,” elaborated Kaushik Bhattacharjee, Founder and Managing Director, Brand Evosys.

In December, RAW will have similar associations and activations with Upper Crust, WTC, Mumbai; Mumbai Farmer's market, Phoenix mall, Mumbai; The Gourmet High Street Festival'15, Gurgaon; Street Food Festival, New Delhi and Kracker Jack Karnival, J.L Nehru Stadium, Delhi.

Talking on the response at SBI Pinkathon Pune, Daswani said, "We ran the #Takeapinkie campaign. The idea behind this was to take a selfie and tag RAW Pressery to donate Rs 10 per selfie to The United Sister's Foundation. We had quirky props and an Instagram photo-booth made along with a life sized bottle of LOVE. The ladies went overboard and it went viral on social media.”