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Reckitt Benckiser extends corporate brand campaign with online game Urban Thrill

FMCG major Reckitt Benckiser (RB) has launched an online free runner game called Urban Thrill which allows users to mimic the fast-paced, risk-taking and dynamic environment of the FMCG company by completing free runner challenges across nine countries. The game is an extension of the company’s corporate brand campaign, which was designed to create awareness among graduates and people early on in their business careers.

FMCG major Reckitt Benckiser (RB) has launched an online free runner game called Urban Thrill which allows users to mimic the fast-paced, risk-taking and dynamic environment of the FMCG company by completing free runner challenges across nine countries. The game is an extension of the company’s corporate brand campaign, which was designed to create awareness among graduates and people early on in their business careers.

The game allows a global team of free runners to complete challenges over nine of the world’s most dynamic urban settings. From London in the UK, through India, USA, Brazil, Australia, Russia, Germany, Italy and France, runners are pushed to the limit by leaving RB Kites in the hardest to reach places across the globe, with each city visited providing six kites. The game and characters are branded with 19 brands of the company including Dettol, Harpic, Lizol, Veet, Vanish Mortein, Finish and Clearasil.

Chander Mohan Sethi, chairman and managing director, Reckitt Benckiser (India), said, “RB has a unique culture that’s most suitable for young professionals who enjoy freedom to act, coupled with a fast-paced and agile environment. Our decision to use an extreme sport like free running to showcase the spirit of our fast pace, challenging and dynamic corporate culture in a fun way. To continue our rapid growth we are always looking for ways to make ourselves better known among the next generation of people.”

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