BIC commissioned Student Village to launch a campaign called "Pick Your BIC" to engage youth on social media, strengthen brand awareness on campuses, and distribute BIC student packs. Student Village took a multifaceted entertainment approach, organizing fun activities like dance-offs and open mic contests at UKZN and UJ campuses. Their tactics achieved physical reach to over 240,000 students and 579,451 social media impressions, distributing 6,000 product samples across 10 campuses.