MUMBAI: Colors Infinity came out with an out-of-the-box experimental marketing campaign for the premier of the 10th season of its famous show ‘Shark Tank’ in India. The campaign did not talk about the show but used an interesting made up energy drink and sipper, ‘Shark Fin Sipper’, to create buzz around the show.

Known for its absurd promotional campaigns, energy drinks cater to a saturated market and it would have been really difficult for the brand to disrupt this market. Therefore, it worked with an agenda to cause disruption in the viewers’ minds and intrigue the audience.

Colors Infinity introduced Shark Fin Sipper as a revolutionary new sipper/energy drink that doesn’t give you wings but works as a magical potion that gives you mind-blowing business-worthy ideas to resolve any problem. Starting with the most common street problem, witnessed by every citizen, Paan (beetle leaf)–spitting on walls, it launched a video campaign on social media promising an unconventional solution to the problem in form of a special wall paint that bounces the spit back at the perpetrator.

The product was introduced as a limited-edition property, and the video garnered an overwhelming response from the viewers who could then share the weirdest problems to win the merchandise. A lucky few also received a thunderbolt, when they opened the package and found a message-in-a-sipper – “Ideas don’t come out of a faucet, but for more inspirations and crazy ideas tune in to SHARK TANK.”

Garnering an exceptional number of entries, the sippers went out of stock within a few days of the portal going live. The campaign also managed to attract a lot of attention on social media in terms of mentions, interactions, and shares.