Comprehensive redemption based activation for Wrigley's north-east market was carried. The entire slew of activities was woven around Amit Paul's Concert (Indian Idol 2007 Runner Up) at Shillong and Guwahati. College activation, road shows and in-shop activities to edge on redemptions in return for a pass to the concert were carried on in the target markets. The concert managed and conceptualized by Jagran Solutions was a mega hit generating huge footfalls at the event. Also, Wrigley's Double Mint secured three times the shelf space in retail markets in the two target cities and pre-promo achieved over 342000 sales based trials.