Branded Content

The Shortlist
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
 
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.
 
We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.
 
Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.
 
Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 
 
The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Oreo Wonderfilled Bands
AGENCY
Carat
CLIENT
Mondelēz
BRAND
OREO
DETAILS
Due to its history of family-focused advertising, in South East Asia OREO faced a challenge.

The worldís best-selling cookie had no relevance to a millennial audience, and a perception that OREO is ìjust for kidsî. To shift this perception and broaden appeal for Oreo we needed to move away from our legacy category led product advertising and instead create content that was culturally relevant and connected to Millennials interests. We succeeded in doing this by identifying one unifying passion and a creative format that would cross borders. We collaborated with Music Artistes to create four entertaining music videos.

We united Music artistes from the Philippines, Malaysia and Indonesia, inviting them to write and perform, one Regional ìOreo Wonderfilledî song together, in English language. Plus each artiste wrote and performed their own Wonderfilled song in their native language. We placed our Wonderfilled music on the devices and in the environments where music plays. With 23 million views online, we achieved our goal of reaching 40% of millennials. Brand perception scores ëOREO is for everyoneí increased.

Over 1,000 positive comments on Youtube indicate that OREO has become a credible composer of Music, with increased relevance among millennials.
CAMPAIGN
Stop Saying "NO", Experience the Power of "YES" with Your Child
AGENCY
IPG Mediabrands
CLIENT
Dutch Lady Milk Industries
BRAND
Friso Gold
DETAILS
With intense competition from other infant milk formula brands harping on improving children's intelligence, Friso Gold faces an uphill battle of losing consideration among moms who prioritizes academic excellence.

Friso noticed that moms' habit of saying "NO" and protecting their children from the outside world has become a norm. This presents a good opportunity for Friso to champion and demonstrate its USP of stronger immunity. Friso collaborated with 2 famous Malaysian moms and put them through a 4-weeks experiment, challenging them to start saying "YES" and exploring the world together with their children. Their series of weekly videos that were shared online were so relatable, it inspired other moms to start rallying and sharing their own 'Say YES' experiences online.

The campaign also shot Friso Gold up to the Top 3 consideration list for moms, improved market share and sample request conversions that exceeded beyond the KPI by leaps and bounds.
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