With college festivals becoming a crucial platform for brand visibility, corporates have left no stone unturned in ensuring sponsorships at Mood Indigo.
The youth fest offers them high recall value and brand impact
With college festivals becoming a crucial platform for brand visibility among youth, corporates have left no stone unturned in ensuring ample sponsorships at Mood Indigo, the biggest annual youth festival at the Indian Institute of Technology-Mumbai. The fest, which started in 1973 without any sponsorship, today has over 50 corporates firmly latched on to it.
In fact, this year IITians started wooing corporates for sponsorships and media partners right from May. “Customising the perfect proposal for a brand is quite a task, as it involves the study of the brand, their past investments in advertising and brand image,” said Nipun Katyal, core group organising member, Mood-I.
But what do corporates get out of sponsoring these events apart from banner and hoarding spaces? “There is a huge untapped potential in youth festivals, as the recall capacity is huge and partnering with students is the best way to make an impact with regards to brand image,” said a spokesperson from Radio Mirchi, the media partner.
“Mood-I is the second largest investment for Vodafone, who have set up a contest kiosk. Mood-I gets around 100 hoardings and banners, right from Kanjurmarg to the IIT-B premises, our main sponsor Bindass get the rights to put up banners,” said Katyal.
The festival sees over 60,000 student footfalls all through its four days. The festival, which kicks off today, plans to host Korean dance troupes as this year’s special treat. But, like all years it’s the rock competition Livewire, which will be the most-awaited event.
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