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WORKS

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Dabur Hajmola

Objective
Increase brand Penetration and awareness in rural UP, Bihar and Maharashtra and extend the new positioning JLT

Strategy
Extending Brand Tonality , a stand up comedy talent hunt for rural youth Hajmola Chatpata No. 1 was created. Brand Ambassador and TV launch used as gratification to create excitement

Execution
Auditions across small towns with best ones qualifying for grand finale in presence of renowned judges. Radio amplification, TV in show integration, print and digital presence made property much larger beyond physically activated 200 towns

Results
Mammoth reach of more than 2 crs resulted in more than 15% sales increase between pre and post activity periods

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Gillette Guard

Objective
Increase channel preference for BIG FM amongst youth and co create relevant program with like minded brands. Gillette targeted creating new user base by inculcating self shaving habits at entry age

Strategy
Relevant career and personality counselling program created for small town youth by getting experts at their doorstep and thus aggregating students. Personality linked to grooming and clean looks led to relevant brand experience

Execution
Relevant content in vernacular languages delivered by career experts followed by shaving sessions. BIG FM RJs presence amplified the program and a radio series made it a truly 360 degree initiative

Results
The program reached more than 2 million youth directly and covered 2000 towns in 11 states over 5 years. Brand sales, recommendations and awareness saw a significant jump

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ITC Superia

Objective
Increase Penetration for Superia shampoo in rural markets using advocacy as a route

Strategy
Proliferation of beauty parlours and their importance as source of information on beauty led
to a larger enrolment and recruitment program where beauty parlours became information and alternative sales channel

Execution
Strategic long term program mounted to enrol and train 2000+ parlours

Results
More than 2 lac profiled consumers contacted and created further word of mouth. Increase in brand affinity amongst parlour owners and also jump in sales from nearby retail outlets