Best Advertisement Campaign (Silver) – Magic Moments Electra from Radico Khaitan Ltd

Within the RTD category, Radico Khaitan’s offering of Magic Moments Elec- tra is unmatchable in terms of product flavour and taste. With Magic Mo- ments Electra, Radico filled gap in the RTD segment by leveraging the brand strength of its Magic Moments vodka. Electra was launched in colourful in- ternational unique cocktail flavours with vodka base, such as Appletini, Cos- mopolitan, Starry Night Martini, Agent Orange and Mojito.

To convey the innovation/novelty associated with Electra, the advertis- ing message was simplified and delivered through a vibrant campaign. The campaign featured the aspirational lifestyle imagery and a strong message of ‘Kick the boring with 8%’.

To establish a connect with its TG, a unique digital property, Electrathon, was created. Electrathon is a game that engaged consumers with the varied flavor offerings, establishing the colour coded packaging and its uniqueness of flavors. The game received high traction across platforms including mobile and social media. It drove digital traffic by up to 1198% in some cases with 40 thousand unique visits and over 9 lakh impressions.

The imagery and awareness created by the brand also impacted volume and trials driving shares in important markets.