Innovative Use of Media

Bronze
CAMPAIGN
100% Natural Seeded
AGENCY
Lowe Lintas and Partners
CLIENT
Hindustan Unilever
BRAND
Kissan
DETAILS
CAMPAIGN SUMMARY
We at Kissan, one of the leading tomato ketchup brands in India, were facing a challenge of convincing the non-users and users of smaller local discounted brands to believe in our product truth of ‘made from 100% real tomatoes’. The conviction in our product truth was required to differentiate the brand in otherwise parity market, and also increase its consumption.
We did not want mere awareness, we needed belief. And we knew, to become a belief the consumer must conduct or witness the act himself; just an advertising claim wasn’t enough.
Consumers attribute the quality of ketchup to the quality of tomatoes that make it. We were confident about the quality of our tomatoes. Now, we had to make the consumers discover it.
So, we made our ketchup bottle the centre of all activity. We re-designed the bottle cap to carry tomato seeds that consumers could grow at their homes. This cap also served as a mini pot in which one could grow the tomato sapling. The experience we created convinced moms that Kissan was the right thing for their kids. The activity was capped with a motivation for participation – kids with the best grown plants would get their face featured on the Kissan ketchup bottle.
Kissan’s consumption grew 2.5 times the category as against the target of twice the growth of category. Value and volume shares in key markets increased by 230bps and 290 bps respectively, while all India Kissan increased by 60 bps and 40 bps respectively.
(Source: AC Nielsen Retail Audit Report 2012-2013 and IMRB Consumer Panel Data 2012-13)
CAMPAIGN
Lifebuoy Roti Reminder
AGENCY
Ogilvy & Mather Advertising
CLIENT
Lifebuoy Soaps, Hindustan Unilever
BRAND
Lifebuoy Soaps
DETAILS
CAMPAIGN SUMMARY
The Kumbh Mela in India is the largest religious gathering on the planet, making it a huge marketing opportunity. But the government body, managing the Mela reserves 70% of the space/ time on all traditional media for non-commercial messaging making all conventional media choices inefficient/ ineffective.
 
At this festival, Lifebuoy wanted to land the message “Wash your hands with soap before a meal”.
To ensure the message was heard despite the massive clutter, we created a new medium for the brand message at the moment of truth: 
WHAT VISITORS EAT BECAME THE MEDIUM - THE ROTI (Indian bread, served with every meal).
 
WE DEVISED A HEAT STAMP THAT LEFT AN ACTIONABLE MESSAGE ON A ‘ROTI’ - ‘DID YOU WASH YOUR HANDS WITH LIFEBUOY?’ AND PRINTED THIS EDIBLE MESSAGE ON OVER MILLIONS OF ROTI’S SERVED TO THE VISITORS AT THE MELA. 
 
We directly reached 5 million people exceeding our target by five times.  The cost per contact; less than 1 cent.  
 
On an investment of just US$36000 it delivered incremental sales of $40 for every $1spent, helping Lifebuoy reach its highest market share in 3 years!
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