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.