The event and activation for Cif took place in November 2015 at the Azadi Hotel, with the presence of artists and a presentation by Dr. Nazari to an audience of 250 guests. The theme of the event was “Step into your dream castle with a brilliant mind,” and all aspects of the event were designed and executed around this slogan. One of the exciting parts of the event was the lottery draw for a prize of “a trip to Turkey and stay in a luxurious palace,” valued at approximately 7 million Toman. In addition to the event, a product sampling program was held to familiarize the guests with Cif.