By A Correspondent

Brand Street Integrated has executed an experiential campaign for ‘Laban Stretchy Man’, the new human-shaped, fruit-flavoured chews from Norwegian brand Orkla. The product has been localised by MTR Foods in India.

Speaking about the campaign, Mayur Gurukkul, Business Head (South), Brand Street Integrated said: “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”

Commenting on their campaign, Vipul Goel, Head- Trade Marketing MTR Foods (Laban), added: “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”