Percept ICE, the Special Projects, Events and Conventions Domain Company of Percept Limited, conceptualized and executed the &flix Rough Night Experience on 5th August 2018 simultaneously at the Palladium Mall in Lower Parel and the Hard Rock Cafe in Mumbai.
&flix, a General Entertainment (GE) Channel and part of the Zee Group, premiered the movie Rough Night on Sunday, 5th August 2018. The movie takes the viewer on an entertaining edge-of-your-seat journey as things go wrong for a group of girlfriends who hire a male stripper for a bachelorette party in Miami. It’s Fun, Friendship, Drama, Adventure and everything you could possibly imagine for a bachelorette. &flix desired to bring the Rough Night adventure alive on ground for their viewers and conducted a pre-online contest on their social media page. The massive online participation saw one lucky group of 5 friends get an opportunity to enjoy a fun and exciting Rough Night Experience which was completely sponsored by &flix.
Percept ICE’s scope of work included planning and executing the entire &flix Rough Night Experience. Percept ICE was given the task to manage an entire evening of fun, adventure and many surprises for the winner. The lucky winner along with her 4 best friends were picked up from their residences in a lavish vehicle and made their first stop in Palladium for an amazing shopping experience wherein each of the 5 friends was given a chance to shop for merchandise. This was followed by a makeover at Dessange at High Street Phoenix. After a relaxing yet fun day, all the girlfriends headed over to the Hard Rock café for dinner. A cop halted their vehicle en route for a surprise inspection and found alcohol bottles stashed in the seat which led to a scene of total panic. Before things got out of hand it was quickly revealed that the cop was only a prank set up by Percept ICE to recreate a situation from the movie Rough Night which led to round of laughter and much needed relaxation. The cop wished them a wonderful evening ahead and they were taken for their fun night of drinks and dinner.
Commenting on the success of the event, Vidya Alva, Executive Vice President and Business Head – Events, Percept ICE said, “We are thrilled to have received this mandate to execute a unique out-of-the-box experience for &flix. Our efforts at recreating the Rough Night movie experience on-ground which included 5 best friends witnessing an entire day filled with adventure and fun surprises that kept them on the edge of their seats akin to the storyline of the movie was much appreciated by our client. We look forward to creating many more such novel brand experiences for &flix in the year ahead.”