Ribena & Lucozade
Lucozade & Ribena – Diwali Mela 2025
The results
The results
Event attendees engaged directly with the brands
Products sold across Lucozade & Ribena stalls
Uplift in on-site brand recall via interactive activations
Sponsorship visibility across all event touchpoints
Operational downtime, ensuring seamless brand experience
When Lucozade and Ribena partnered with Nigeria’s largest Indian Cultural Festival, the goal was clear: move beyond logo visibility and create real consumer engagement. Our team delivered a high-impact Below-The-Line (BTL) activation that transformed sponsorship into meaningful brand experience — driving awareness, trial, and cultural connection.
Learn MoreThe challenge:
As lead platinum sponsors of the 50th Anniversary Diwali Mela at Tafawa Balewa Square, Lagos, Lucozade and Ribena needed a high-performance activation strategy to drive brand visibility, product sales, and audience engagement across a diverse crowd of 10,000 attendees.
The goal: transform sponsorship into measurable impact while maintaining premium brand presence.
What we did:
We designed and executed an end-to-end experiential activation across multiple branded stalls, including cocktail bars and bottle sales, engaging visitors with live sampling, interactive experiences, and cultural integration. Our team managed inventory, sales tracking, and audience flow to ensure operational efficiency and maximize ROI for the sponsorship investment.
The Impact
The activation elevated Lucozade and Ribena’s sponsorship into a fully measurable, high-ROI experience, reinforcing brand leadership, strengthening consumer loyalty, and maximizing exposure during Nigeria’s premier Indian cultural celebration. The event delivered a perfect blend of cultural relevance, sales performance, and premium brand positioning.
