Tata Tea launched their Jaago Re – meaning ‘Wake Up’ – TV campaign in an effort to wake up an apathetic nation to the issues that affect it, literally stirring up a storm in a teacup. After successfully drawing attention to important issues, it was time to empower India by simplifying socially responsible action. Continue reading ‘Case Study: Jaago Re – Tata Tea’
We wanted to promote Virgin Mobile’s whacky and youthful ‘think hatke’ (think different) ideology with real time engaging content online. The challenge was to make Virgin synonymous with everything whacky, different and interesting.
To bring alive the positioning of the Red Gillette Winner Razor – Be a winner, challenge the world – through an interactive and viral campaign targeted at young men.
What attracts people about ‘winning’ is the fame, the admiration and the life of a winner. Who doesn’t want to see their face on a billboard or on the cover of a magazine? Gillette promises to give every man the confidence to ‘be a winner’ and through the campaign aims to provide a ‘preview’ of the winner life.
On World Heart Day 2009, Saffola- India’s leading health food brand- appealed to India to stay ‘HeartOkplease’- by registering for a free cholesterol test online. Our task was to get the manic, overworked always out of time Indian to stop and think about his health, so that he would consider taking the cholesterol test.
Everyday millions of people on the web confess to unhealthy habits like skipping gym, binging on junk food or just being too stressed out at work. These relatable stories are often what make us stop & think about our own habits. We decided to collect these stories, present it to users and then invite them to take action if they could relate to any of these stories. The key of course was to do this in the most interesting and innovative way without sounding preachy.
To reinforce its association with exclusive travel experiences, MasterCard India needed to connect & engage with the deep pocketed, well travelled Indian.
Where else would we find these globetrotting Indians than at major international airports? Travellers at these airports usually have long waiting times before they board their flight and most often there is nothing to entertain them. This was the perfect place to engage with these users and provide them with an innovative experience that would be both entertaining & useful.
Saffola life.com – the online destination for Brand Saffola needed to be revamped in order to focus on reinforcing the core values of the brand – expert, enabler, optimist.
Saffola’s primary consumer is the Indian housewife whose faith in Saffola stems from the brand’s proven ability to foster healthy living for her family. This consumer is not very net savvy in terms of exploring and engaging with websites & clearly one of the challenges was to create a simple, friendly and warm website that would put her at ease. We also needed to primarily demonstrate how the website would empower her to manage her family’s health better in the same way as the Saffola products have been doing.
With so much to see, do and download, the ‘world wide wait’ is (for sure) no longer cool. And with a multi-tasking, multi-media consuming generation that is glued to screens of various sizes and shapes, a fast broadband connection is mandatory. Airtel Broadband’s The Impatient Ones campaign was born, as a result, to exemplify the new lifestyle of the youth. With up to 16 Mbps of broadband Internet service, Airtel feeds the need (for speed) of a whole new generation of web netizens, informally referred to as the Impatient Ones.
Our task was to launch India’s fastest DSL broadband connection by creating a digital campaign for the youth subscribing to an energetic, aggressive and restless lifestyle and generate buzz among the Target Group.
Strategy & Execution
Impatient Ones was a culmination of creativity, curiosity and connectivity, all of which plays an important role in our target audience’s life. Mobile, always on the go, curious about life, they can’t wait for things to happen; rather, they believe in making things happen. ‘Right here, right now’ is their mantra of life. Therefore, with the aim to connect with them at the right place and time, we launched the Impatient Ones campaign. The site featured four young achievers from various walks of life: an entrepreneur. scriptwriter, a musician and a video jockey. Their pages reflected their interests- pictures, downloads, videos, all presumably made simpler by using Airtel Broadband. A visitor to the website could interact with them and initiate ‘real time’ conversations with them, as well as with other visitors. What’s more, he or she could download interesting stuff, watch viral videos (which were spoofs of Hindi movies in 30 seconds!), take a speed test and participate to become the ’5th Impatient One’!
Result & Recognition
Within a week of the launch we created a hub for millions to connect, interact and share their thoughts with each other. Social media platforms were abuzz with the new talk of the town Impatient Ones . The best part: Impatient Ones set a new benchmark in the history of digital advertising in India, as it was the first campaign to have an ‘online debut’, followed by TV, Radio and Print promotion.
The campaign won a Silver at the international W3 Awards in the Best Online Campaign category.