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.