Insights / Strategic Thinking

The Shortlist
CAMPAIGN
Brave and Beautiful
AGENCY
MullenLowe Lintas Group
CLIENT
Dabur
BRAND
Dabur Vatika
DETAILS
Dabur Vatika was born over a decade ago, as a haircare brand with pan-India presence. Dominated by brands from the 3 big giants; P&G, Unilever and Loreal, shampoos is a hard category to survive in, especially for an Indian company like Dabur whose primary credentials lay in Ayurveda (a 5,000-year-old system of natural healing) and not in beauty. The brand suffered from poor recall. To make Vatika a part of ëbeautyí conversations, we created a point-of-view of the brand. As a hair-care brand, we decided to take up the cause of women against cancer, where loss of hair is the biggest price, a survivor pays. The idea was ëSome people donít need hair to look beautifulí. The biggest achievement was 20K+ responses from the cancer survivors. The campaign resulted in over a billion digital impressions and we achieved media worth of Rs. 17.98 million, giving us ~17.98 X multiplier on media impact.
CAMPAIGN
From Shining Clothes To Shining Careers
AGENCY
J. Walter Thompson
CLIENT
Hindustan Unilever
BRAND
Rin
DETAILS
With lower imagery scores than key competitors, and little product differentiation, Rin was in the danger of losing its substantial consumer franchise in Southern India. Instead of some temporary marketing push, Rin chose to do something deeper and more meaningful to elevate its relationship with the consumer from a functional one to a deeply emotional one. The solution: the Rin Career Ready Academy, an IVRS-enabled mobile course which helped thousands of youth acquire essential employability skills (like English speaking) which would help them overcome the barriers to progress. As a result, we impacted over 2 million lives, grew imagery scores across key parameters, brought 7,50,000 new households into the Rin family and achieved sales growth after 30 continuous months of volume decline!
CAMPAIGN
FutureChild
AGENCY
MullenLowe
CLIENT
Hindustan Unilever
BRAND
Lifebuoy #HelpAChildReach5
RESULT
Credited

MullenLowe Linas Group / MullenLowe Singapore
Team MullenLowe

Unilever Singapore
Kartik Chandershekar

MullenLowe SSP3 Columbia
Team MullenLowe SSP3

Hindustan Unilever India
Samir Singh
DETAILS
~ Confidential ~
CAMPAIGN
Guinness Batik Campaign
AGENCY
BBDO and Proximity Indonesia
CLIENT
Diageo
BRAND
Guinness
DETAILS
The commercial and brand health of Guinness in Indonesia was under considerable regulatory and competitor pressure.  For three years running, we were losing large chunks of market share in the all-important end of year period. 
 
In order to deliver growth back into Guinness and introduce it successfully to a new generation of beer drinkers, we needed to overhaul the strategic and creative expression of Guinness. 
 
Using the idea of “unity in diversity”, and the visual language of contemporary Batik design we refreshed the visual identity of Guinness beyond the conventional beer codes, and aligned the brand with a powerful feeling of national pride that is emerging among the new generation of connected, experience-seeking male Indonesians.   
 
With a tightly-integrated campaign that involved pack design, film, experiential, social and trade activation channels, we were able to generate impact, fame and market share that far exceeded norms and expectations.  
CAMPAIGN
Invisible Darkness
AGENCY
SoHo Square Marketing
CLIENT
Chevron
BRAND
Techron
DETAILS
Chevron, a leading global fuel company, planned to launch a fuel additives brand, Techron, in China. They approached us for a “disruptive go-to-market” strategy in China where the fuel additives market is dominated by over hundreds of local brands, whose product benefits and propositions are never clearly substantiated and most of the consumers don’t feel the urgency in the problem fuel additives are designed to fix.
 
To find a breakthrough point for Techron to enter the market, we proposed to find truth and opportunities through social buzz which including the most popular micro blog site in China, 86 industry vertical sites (both country wide and regional wide) and 15 wiki typed Q&A websites. We wanted to get deep insight to identify the target audience’s needs and intention of the car maintenance category, and then translate the insight into a campaign idea for Techron brand official launch event in China to make car owners realize fuel additives are necessary.
 
During the data analysis, “Carbon deposit problem” was identified as a major category opportunity that made existing consumers willing to try fuel additives to solve the problem.
 
In order to act on the consumer insights effectively, we created an “invisible darkness” art exhibition to visualize the intangible and invisible. 
 
The “Invisible Darkness” offline exhibition attracted a big online and offline target audience. Over 80 million ad impressions and it was estimated that more than 10 million car owners were exposed. Over 485 million impressions on social posts and 234,000 teaser video views were achieved. The engagement rate on campaign site reached 55%, five times improved from the same time from previous month. 
CAMPAIGN
Libra I Am Fearless
AGENCY
Clemenger BBDO Melbourne
CLIENT
Asaleo Care
BRAND
Libra
DETAILS
The Australian feminine hygiene category had become predictable, talking to teenagers and reinforcing stereotypes. Libra saw an opportunity to provide young women, embarking on adulthood, with a motivating platform for facing their fears to help them become healthy, independent women.
 
The resulting ‘I Am Fearless’ is more than a campaign; it’s an outlet for women to face their biggest challenges, inspiring others to do the same. Using influencer stories through a peer-to-peer, social-led digital campaign, Libra engaged a new generation of women, building a brand experience across a digital ecosystem and successfully shifting its audience from social channels to the platform: http://iamfearless.com.au/ at a rate 353% above Google’s ‘Hygiene and Toiletries’ norm.
CAMPAIGN
Moods
AGENCY
Rediffusion Y&R
CLIENT
HLL Lifecare
BRAND
Moods
DETAILS
Welcome to the Indian condom market, where to tap into a massive demographic of hormonally-charged youth, anything is fair game ñ including using a porn-star (Sunny Leone) for endorsements. Moods Condoms, a dated brand, was fighting to be relevant. But instead of going ahead and resorting to the blatant sexualisation common to the category, Moods borrowed from reality. With the brutal rape of Nirbhaya rocking the nation, a cultural revolution against sexual aggression & objectification of women was brewing. Moods chose to not sit back and play easy, but instead played it right. We celebrated those who ërespectedí sexual consent. This is the story of how a brand went anti-category & pro-culture to win the mind-share battle with an audience that had forgotten it. As a result of the campaign, we grew Moods fan base by over 700%, increased engagement by over 75% and made Moods one of the top 5 fastest growing hygiene brands in the country.
CAMPAIGN
Nestlé Munch - Munchification
AGENCY
J. Walter Thompson
CLIENT
Nestlé India
BRAND
Nestlé Munch
DETAILS
~ Confidential ~
CAMPAIGN
Taste of Togetherness
AGENCY
Ogilvy & Mather
CLIENT
Hindustan Unilever
BRAND
Brooke Bond Red Label
DETAILS
Sometimes after years in a relationship, things tend to get staid and people grow apart. Just like that, after years of enjoying brand loyalty and leadership, Brooke Bond Red Label that had won over nationís hearts with its great taste lost out to Tata Tea Premium in 2006. Red Label determined to regain its lost glory, had to create a salient campaign and communicate ëtasteí which was at the heart of the brand in a way that would bring back peopleís love. Identifying a deep rooted socio-cultural barrier offered a unique role that taste of Red Labelís tea could play. This is a story of how a brand that was over 140 years old, with no new news or functional differentiator, won back the love of its consumers, took back leadership position and once again became ëteacup of the nationí.
CAMPAIGN
Together for a lifetime
AGENCY
BBDO and Proximity
CLIENT
Platinum Guild International
BRAND
Platinum
DETAILS
The institution of marriage in China has never been more fragile. For every four marriages that took place in 2015, there was one divorce. With divorce rates soaring to new highs, young couplesí faith in marriage reached new lows. It is no wonder that the appeal of marriage is weakening; the number of couples getting married has been declining 3% year-on-year since 2014 (Source: China Civil Affairs Bureau, Statistica.com). So, while other bridal jewelry communications typically portray fairy-tale scenes of everlasting romance, the ìTogether for a Lifetimeî campaign from The Platinum Guild found new relevance among young marriage skeptics by explicitly highlighting the inconvenient truth about marriage ñ that there will always be problems in a relationship (e.g. a spouse losing oneís youth/beauty, every day quarrels, etc.), and that couples need to work really hard to keep the relationship strong FOR A LIFETIME. The campaign moved the hearts of millions. It also moved their wallets ñ increasing purchase intent from 76% to 91%, and pushing up sales of Platinum bridal jewelry by 8% in a market that declined by -4% (Source: PGI 2015 Retail Barometer).
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