Prima Kottumee World Cup Campaign with B N’S reaches new heights!

Saturday, 11 June 2011 00:00 -     - {{hitsCtrl.values.hits}}

Prima Kottumee, a brand representative of the vibrancy and energy of youth joined with Bathiya & Santhush to create history with the ‘Prima Kottumee Hot & Spicy Cricket Fever Song’ for the 2011 Cricket World Cup.

This ideal collaboration between a ‘youth’ brand and musical icons popular among the youth was guaranteed to see success. Released on the 31 December 2010 at midnight, the song was one of the very first cheer songs to be released for the then upcoming Cricket World Cup and the school big match season.

The main reason for the success of the song was that it merged the ever popular ‘papare’ music to a range of catchy lyrics. The music video produced for the same showcased fast paced ‘papare’ music that has universal appeal to all ethnicities in the country. The music video was made further captivating by the inspiring toe tapping and finger drumming outbursts.

Championed by the cricket loving Sri Lankan public, this exciting music video soon made its way to popular, local music websites and generated a vast number of hits.

Commenting on their involvement with the project Bathiya & Santhush stated: “We are extremely happy to be part of this venture. The response for the song has been overwhelming and we are very pleased that the song itself has become part of the youth culture and the Sri Lankan cricket scenario.”

Sajith Gunaratne, Senior Business Manager & Senior Marketing Manager, Ceylon Agro Industries (Prima Group) said “apart from the traditional ATL communication, this campaign covered the gamut of activities including point of sale branding, fleet branding, concerts, CD giveaways throughout the World Cup season and sampling at selected locations.

By doing so Prima Kottumee has, through this campaign, not only enhanced but cemented the brand DNA which is music, fashion, fun and risk. We are also very glad that Bathiya & Santhush is a part of this project and we hope this collaboration is one of many between BN’S and Prima Kottumee.”

Capitalising on the enthusiasm on the then Cricket World Cup & Big Matches that were around the corner Prima Kottumee also launched a ‘Prima Kottumee Hot & Spicy Cricket Fun pack’ in addition to the song. The spicy hot new BBQ flavour received rave reviews by the public and is currently available in all supermarkets and groceries island-wide.

Prima Kottumee also launched a CD which included a collection of ‘papare’ songs to uplift the Sri Lankan spirit of the cricket loving public. During the Cricket World Cup the ‘Prima Kottumee Hot & Spicy Cricket Fever Song’ generated much excitement and further encouraged the public to cheer on the Sri Lankan cricket team. Prima Kottumee has through this project stayed true to the core values of the brand of Music, Fashion, Fun and Risk that are vividly visualised in ‘Prima Kottumee Hot & Spicy Cricket Fever song’.