This launch led us to take a 360-degree approach beyond just media management. The idea was to do more than just a media event and create an interactive affair that is fun and engaging and effectively demonstrates the product’s usage and benefits.
The millennial population, with its lifestyle challenges, was the core target group for the product. Hence, the entire communication was designed around them.
Popular VJ Anusha Dandekar and India’s top e-sports gamer Balaji were roped in for the event, demonstrating how the product helped them keep up with their hectic lifestyles with minimal effort. It was a perfect influencer-brand match. This was end to end managed by Bloomingdale.
A lot of focus was put on demonstrating how the product’s non-fragrance, non-sticky nature, and easy packaging makes it a portable, everyday-use essential

The live demonstrations at the event generated immense interest
Massive local coverage, with a lot of online conversation through bloggers brought massive attention to their Indian Distributor - Alkem Laboratories and Tiger Balm.
Tiger Balm’s first media interaction in India after a gap of 5 years was a huge branding success, with the product’s good run in the market