Occasion: “LIVE MUSIC CONCERT”
Time: October 2008.
Community involved: South Asians with special focus on connoisseurs of ‘Bollywood’ (Indian film) music.
Backgrounder: Crispy sponsored a live all-night concert of a famous playback & folk singer from Bombay, India. Held at the International Convention Centre, Toronto, the original attendance was expected to be around 10,000. The final tally was in the vicinity of 12,000. In addition to live music, a specially produced audio-visual on Crispy and its various products was run during each break in music and a special quiz held on it subsequently. Free sampling as well as sales of Crispy products was undertaken at the venue.

Occasion: “INDIAN INDEPENDENCE DAY’
Time: August 15th 2008.
Community involved: South Asians at large with special focus on people from India.
Backgrounder: We saw this event as an ideal opportunity to address South Asians, particularly Indians, and showcase our brand – especially some great new products introduced recently. With live music (all the way from India), traditional cuisine on sale and lots of fun & games, we had access to almost 38,000 visitors in a single day. What started off as a free sampling exercise turned into a brisk sales campaign and by evening, we had sold virtually all our stock – even the display items were not left behind.