Strategic tie-ups between Aviva and McDonald's

Aviva Life Insurance has announced a tie up with McDonald`s, a leading fast food chain in India, to promote its new marketing initiative `Tension Chhodo Cricket Khelo` (TCCK). TCCK is a mass activation campaign that will culminate in the month of September with the 15 lucky dad-kid duos playing cricket with Sachin and his son in Mumbai. A press release from the company said that participants could simply fill in a contest form available free of cost with a Happy Meal at most McDonald`s outlets. In addition to the big prize, 250 customers are also eligible for beach cricket kits every week. Aviva Life insurance has forged a strategic alliance with McDonald’s, the US-based fast food giant, for the promotional campaign “Tension Chhodo Criket Khelo” (TCCK). This activation campaign will go on till September and 15 dad-kid duos will be selected to play cricket with the Sachin Tendulkar and his son in Mumbai. The participants have to fill up forms available with Happy Meal offer at most of the McDonald’s outlets. Also, there is additional big prize offers for 250 lucky contestants of beach cricket kits every week. On this tie-up Vishal Gupta, Associate Director, Marketing, said, “The strategic tie-up with McDonald`s Happy Meals will help us reach out to our target audiences of young, parents in a sharply focused manner. In addition, we have also launched an exclusive website for this campaign – www.avivatcck.com – where people can logon to participate.” “This tie-up is in sync with the happy meal proposition to keep it exciting for our customers. Parents work hard for securing the lives of their children; this opportunity is an effort to help them bond and enjoy moments with their children”, commented Jyoti Rakheja, Head of Marketing, McDonald’s India