MUMBAI: Nestle Munch has partnered four Indian Premier League franchises – Royal Challengers Bangalore, Punjab Kings, Sunrisers Hyderabad and Kolkata Knight Riders – as ‘Official Crunch Partners’ for the ongoing IPL.
Munch has introduced special limited-edition packs featuring players from the four teams. Scanning these packs will lead the consumer to a unique 360° digital experience with their favored team. As a part of this engagement, there is an array of cricket themed games to score runs, which can be used to redeem exclusive digital rewards, signed merchandise or even a virtual meet and greet with the players. The fans can also click pictures with their favored players through AR filters.
Commenting on the partnership, Rupali Rattan, head – Confectionery Business, Nestlé India, said: “Munch is thrilled and excited to be partnering with popular teams of the ongoing cricket season. It is a unique association to not only support your favorite teams but also provide youngsters a digital immersive experience & encourage them to keep crunching with confidence.”
Joy Chauhan, managing partner, Wunderman Thompson, which created the campaign, says: “…It (Munch) has adopted a technology-first approach to create an experiential and immersive game for the consumers of brand MUNCH. A non-TVC, tech-first approach will gamify this experience through pack activation.”
