EFS04. Insights / Strategic Thinking

Gold
CAMPAIGN
Touch Of Care
AGENCY
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CLIENT
Procter & Gamble Singapore
BRAND
Vicks
DETAILS
Over the course of 50 years, Vicks had become an iconic, ubiquitous brand in India, reaping the business rewards of strong nostalgic goodwill, as a brand closely associated with mother’s care. But the brand had begun to rest on its equity laurels, driving growth through extension, news, and rational persuasion, without refreshing brand affinity for a very long time. With India’s steady growth, this did not affect the brand until an unexpected event exposed unexpected weakness. We had to bring Vicks back to its growth curve and accelerate the business by at least 10%. This is the story of how strong affinity for the brand was reignited, and the dramatic business impact that resulted.
CAMPAIGN
Let’s make viral products instead!
AGENCY
The Womb Mumbai
CLIENT
The RP-Sanjiv Goenka Group
BRAND
Saregama Carvaan
DETAILS
Saregama, India’s oldest music company, with more than a 100,000 songs in its bank, had stopped investing in new content for the last couple of decades. And, as a result of the nation’s population growing younger, their growth from old assets had flattened out. 
Our client’s brief to us – “Help us make money from our old assets in a young country”
Typical communications agency solution – A ‘campaign’. Possibly a memorable campaign. 
 
Our solution – A mainstream, no-gimmicks product - that went viral on its own
 
We conceptualized ‘Carvaan’, a product, that has soon become India’s latest cultural phenomenon. It has not just reversed our client’s business stagnancy but has also catapulted their stock price by 233.42% within just 8 months of launch. 
Partners
Media Supporters
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