Spectal executed the activation end-to-end for POP UPI’s Title Sponsorship at Mood Indigo IIT Bombay, handling everything from ideation and planning to on-ground execution and operations.
Designed around how students move, engage, recharge and participate during a festival, the campus-wide experience focused on creating high-visibility and high-engagement touchpoints that drove app interaction and brand recall across the venue.
As part of the activation, Spectal introduced branded campus autos that allowed students to travel across festival venues for just ₹1 through the POP app. The agency also built a Concert Charging & Relaxing Arena tailored for high-dwell concert moments, giving attendees a dedicated space to recharge and unwind.
To further drive participation, Spectal executed reward-led engagement experiences including the Cash Grab Machine and Plinko. A dedicated POP Shop was also set up, enabling festival attendees to redeem POPcoins for merchandise.
Every touchpoint was designed around the student festival journey while bringing POP UPI’s rewards proposition alive through utility, participation and social-first interactions.
The activation reflected a youth-first, social-first approach built for visibility, engagement and participation at scale.
