Tang Summer Break Bestie: Ignite Creativity & Fun for Kids

Mondelez India's Tang brand has just unveiled an exciting new campaign titled 'Tang Summer Break Bestie', aimed at nurturing children's creativity during the summer season. This initiative, led by Tang in collaboration with popular television actress Shruti Sheth, promises an interactive experience for both kids and parents, addressing the common issue of children feeling bored during their summer break when their friends are away.

The campaign is built around the idea of creating a virtual "bestie" or friend through unique animations. By scanning QR codes found on Tang packs and visiting the website www.tangindia.in, children and parents can embark on a creative journey to design their own bestie. The possibilities are vast, with over 1.25 lakh combinations available, allowing kids to unleash their imagination and bring their ideal summer companion to life. From pandas to aliens, wizards to astronauts, the options are endless.

Once created, these virtual besties become companions for various summer activities like skipping, dribbling, cycling, and jumping jacks. Parents can capture these moments and share them on social media using the hashtag #TangSummerBreakBestie, with opportunities to win exciting prizes and rewards.

Nitin Saini, Vice President of Marketing at Mondelez India, emphasized the campaign's aim to fill the gap left by friends' absence during summer vacations, providing children with a creative outlet and an opportunity to bond with their parents. The campaign, he noted, is designed to infuse fun and excitement into children's summertime experiences.

Pashyn Sethna and Pranav Bhide, Group Creative Directors at Bates India, highlighted the challenge of combating boredom during the summer break while maintaining the spirit of fun. They described Tang Summer Break Bestie as an interactive platform for kids and parents to collaboratively design virtual BFFs, incorporating elements of play, learning, dancing, and reading to keep children engaged throughout the summer.

Shekhar Banerjee, Chief Client Officer & Office Head at Wavemaker India, emphasized the campaign's use of accessible technology to create memorable indoor experiences for kids during the peak summer months. The objective is to drive engagement across various media platforms and strengthen Tang's association with summer.

Overall, Tang Summer Break Bestie promises to ignite children's creativity, foster family bonds, and transform summer boredom into a season of excitement and imagination.