COLLECTION OF PR CASE STUDIES SUBMITTEDAT CANNES LIONS 2013| Vikram KharviVIKYPEDIA.IN PR ENTRIES AT CANNES LIONS 2013
1DUMB WAYS TO DIE winner Grand PrixMETRO TRAINSMETRO TRAINSMcCANN MELBOURNE, AUSTRALIADESCRIBE THE CAMPAIGN/ENTRYAccidents and deaths among young people on Melbourne‟s Metro train system had been on the risefor years.But young people don‟t listen to public safety messages. We needed to make train safety part of theconversation amongst 13-25 year olds.The strategy was to throw a hand grenade into the world of PSA messaging. To be so deliberatelydifferent to the norm, we couldn‟t help but create a conversation around the message.We wrote a song called Dumb Ways to Die, created a music video for it, and attributed it to an artistthat didn‟t exist: Tangerine Kitty.We uploaded the video onto YouTube and the song onto iTunes. Within a week it had been viewed20 million times and covered on every news service in Australia. Within a month, it had captured theworld‟s attention so effectively, it made it into Google‟s 2012 Zeitgeist.DESCRIBE THE BRIEF FROM THE CLIENTReduce train related accidents in key accident areas by 10% over 12 months.Generate campaign awareness of 25% within 12 months amongst the core target.RESULTSFor the three months post-launch, Metro has experienced a 21% reduction in accidents and deathscompared to the same time last year. The goal was 10%.In post-testing, 39% of our core audience said they would act safer around trains.Campaign awareness amongst our core audience 46% after one month. The goal was 25% after oneyear.The video has 44 million YouTube views and rising. It also has huge levels of engagement, with450,000 likes and 11,000 dislikes.Dumb Ways to Die is the most shared public service campaign in history, with 3 million + Facebookshares and 2,000+ blog posts.The song charted on iTunes in 28 countries and is still getting airplay on radio stations worldwide.155 days after launch, the campaign is still being shared on Twitter, Facebook and Instagram morethan 2,500 times every day.Reported by over 750 global news sites.Earned media US $60m and rising.EXECUTIONWe wrote a song called Dumb Ways to Die, created a music video for it, and attributed it to an artistthat didn‟t exist: Tangerine Kitty.We uploaded the video onto YouTube and the song onto iTunes. Within a week it had been viewed
220 million times and covered on every news service in Australia.People wanted to know who Tangerine Kitty was, but we wouldn‟t say. This added fuel to the fire.Even Billboard was after us.Over the next week we launched 21 animated gifs which quickly became tens of thousands of memesand avatars. We launched a karaoke version of the video to encourage parodies and covers. Over200 were made inside of a month.Schools started using our campaign material to educate their students, so we quickly produced a 64page book for use in the classroom.After a month, we had far exceeded every goal we‟d been set.THE SITUATIONAccidents and deaths among young people on Melbourne‟s Metro train system had been on the risefor years.The problem is, young people don‟t listen to public safety messages – especially when they comefrom authorities. Despite Metro‟s best intentions, all their safety messaging was effectively invisible.We needed to make train safety part of the conversation amongst 13-25 year olds, and a traditionalapproach clearly wouldn‟t work.THE STRATEGYThe strategy was to break every single rule of public safety messaging we could find. To be sodeliberately different to the norm, it couldnt help but create a conversation around the message.To engage teens and young adults, our message had to have a strong WTF/OMG factor. It had to feellike it was coming from a peer, not from an authority. It had to be content, not advertising focused.And it had to be housed on social platforms that encouraged peer-to-peer sharing.In short, our strategy was to throw a hand grenade into the world of PSA messaging.http://www.youtube.com/watch?feature=player_embedded&v=IJNR2EpS0jw
3ADOPT A POTHOLE PROJECTAPOLLO TYRESAPOLLO TYRESPUBLICIS COMMUNICATIONS Gurgaon, INDIA Winner SilverDESCRIBE THE CAMPAIGN/ENTRYAdopt-a-pothole is a project by Apollo Tyres for the road safety, to engage and empower people to fixtheir roads, one pot hole at a time.Potholes were projected as lovable stray pets who needed someone to care for them. Through theadopt-a-pothole website, citizens could upload, adopt and share their pet potholes and if they couldget the requisite number of tweets or posts from friends on social media, Apollo would fix the potholefor them and the fixed pothole would always bear the name of the adopter.Apollo through this activity managed to create goodwill among consumers and showed them howcommitted they were to their YOU-FIRST Philosophy.The response in social media has been phenomenal, given that the conversation spread across Indiafor an initiative in Gurgaon. Uninitiated inquiries from journos who took the effort to cover thecampaign has been remarkable, with almost all major dailies covering it. For a campaign only twomonths old the feedback has been huge. What‟s more, all of this response has been generatedthrough a media spend of less than Rs. 50,000 (around 700 Euros only)DESCRIBE THE BRIEF FROM THE CLIENTApollo one of India‟s premier tyre manufacturers wanted to do something that would engage theyouth, promote the safety of the people and strengthen their image of being a Consumer-Firstcompany, an attitude that is encompassed in their YOU-FIRST Philosophy.We saw an opportunity in the condition of the roads, namely the Potholes as a problem that needed avoice.RESULTSIn just the first 3 weeks of the campaign, it gathered 3.9 million impressions, received 6000 likes andachieved a click to conversion ratio of 61.5%. The roads in Gurgaon, one of urban India‟s cities arelooking a little more pothole free. And adopt-a-pothole is ready to spread across India.Soon social media was abuzz with conversations about how a friend had adopted a pothole and wascalling out for 25 supporters to get it fixed. Potholes that got fixed, got posted on social media withproud doting parents next to their little piece of road.The graffiti themselves spread the word acting as non-traditional media for people to get attention andthis generated more traffic to the adopt-a-pothole website.The roads in Gurgaon, one of urban India‟s bustling cities are looking a little more pothole free andhave some bright patches that you can smoothly drive over.We have till date fixed 21 potholes, more are awaiting supports but what is amazing is that againstthis number, an unprecedented response has been generated with newspaper articles, social mediaconversations and more than 6600 likes on Facebook already.The response in social media has been phenomenal, given that the conversation spread across Indiafor an initiative in Gurgaon. Uninitiated inquiries from journos who took the effort to cover thecampaign has been remarkable, with almost all major dailies covering it. For a campaign only twomonths old the feedback has been huge. What‟s more, all of this response has been generatedthrough a media spend of less than Rs. 50,000 (around 700 Euros only)EXECUTION
4Adopt a pothole is an activity that projects these potholes as stray pets that need love and care andinvites people to adopt them and pay for their upkeep in digital currency.So a few Facebook posts and tweets from 25 friends would get Apollo to fix the pothole and leave alittle message on your fixed pet. Making sure your name and your deed were immortalized for thedays to come.If every citizen could adopt one pothole and get people talking, we were pretty sure we would fix allthe potholes in the city.THE SITUATIONThe Great Indian Pothole is one of the most glaring and obvious problems of urban India. Whilecitizens fret and fume as they „off-road‟ through them and grumble at authorities, nobody seems tofind a way to repair these roadsTHE STRATEGYThe strategy was to Engage and Empower the youth to fix their roads, one pot hole at a time and notwait for civic authorities to do it.It was something that was relevant to the category and would also take up an issue that has beennagging Indians for ages.Here was a chance to take all the frustration of driving bumpy dusty Indian roads and channelize itinto something positive.http://www.canneslions.com/work/2013/pr/entry.cfm?entryid=12636&award=3
5LIFEBUOY ROTI REMINDER Winner BronzeHINDUSTAN UNILEVERLIFEBUOYOGILVY & MATHER INDIAMumbai INDIAMINDSHARE FULCRUMMumbai INDIAhttp://www.canneslions.com/work/2013/pr/entry.cfm?entryid=30645&award=4DESCRIBE THE CAMPAIGN/ENTRYDiarrhoea kills over 1.1 million children annually in developing countries.Unfortunately, people are unaware of the fact that the simple act of handwashingwith soap can help prevent this tragedy. In keeping with its social mission to bring health and hygieneto a billion Indians, Lifebuoy soap wanted to run an awareness campaign at the MahaKumbhMela inIndia, the largest religious festival on earth.Since most people eat with their hands in India, handwashing with soap becomes even more crucial.Which is why, we decided to focus on meal time as an important handwashing occasion. Our mediumof choice was the „roti‟ or Indian bread– a staple item served with almost every Indian meal.We created a heat stamp capable of leaving a simple message on a „roti‟:„Did you wash your hands with Lifebuoy?‟,and printed this edible message on fresh rotis being served to visitors at the Mela‟s restaurants.Over 30 days, 100 promoters stood in 100 kitchens and printed over 2.5 million fresh rotis.Since people eat in groups, our message-on-a-roti ended up reaching over 5 million people at theMahaKumbhMela. On a total investment of $36,000,
6that‟s a cost-per-contact of less than 1 cent!- The campaign received 79 million global impressions.- Earned media was valued at USD 59.3 million.- Spontaneous awareness for the Lifebuoy brand increased by 4%.- Incremental sales were $40 for every $1 invested.- And market share was at a 3-year high.DESCRIBE THE BRIEF FROM THE CLIENTThe brand wanted a simple, cost-effective idea that could reach out to millions in the clutter ofmarketing messages at the MahaKumbhMela.The solution came in the form of a roti, or Indian bread, a staple item served with every Indian mealand traditionally eaten with the hands.RESULTSBrand spontaneous awarenessimproved by 4% even though the TV share of ad spend reduced by 4%The brand registered incremental sales of $40 for every $1 spent on the activityBrands market share soared to a 3-year highGlobal media impressions:79 millionEarned media:USD 59.3 million, over 1600 times ROI.EXECUTIONOver 30 days, 100 trained promoters, armed with 100 stamps, stamped over 2.5 million fresh rotiswith our message:„Did you wash your hands with Lifebuoy?‟To facilitate the handwashing, we provided soap at the nearest handwashing station along withcommunication, in the form of poster,educating people about diseases that spread through unclean hands. vTHE SITUATIONDiarrhoea kills over 1.1 million children annually in developing countries.Unfortunately, people are unaware of the fact that the simple act of handwashing with soap can helpprevent this tragedy. In India, most people eat with their hands, making this an even bigger problem.Lifebuoy soap, in keeping with it social mission to bring health and hygiene to a million Indians,wanted to run an awareness campaign at the MahaKumbhMela, the largest religious festival on earth.THE STRATEGYWe tied up with 100 dhabas (small-sized Indian restaurants) in and around the Mela through which wecould distribute our message-on-a-roti.
7SHAVE OR CRAVE Winner BronzeP&G INDIAGILLETTE FUSION GAMERBBDO INDIAMumbai INDIADESCRIBE THE CAMPAIGN/ENTRYThe ChallengeGillette had achieved leadership in India. How do you accelerate further growth?Our ObjectiveGet Indian men shave more often.The Insight87% women prefer to go out with clean-shaven men in the eveningIdeaA womens movement against mens Evening StubbleExecution:The term Evening stubble got women all fired up. They threatened to make men crave if they did notshave.In response, Gillette launched the Fusion Gamer – a razor that makes shaving effortless, even twice aday.
8The razor was launched in a moving train in the evening. Celebrities also got on board the train too.Outcome:The campaign received free media coverage worth over USD 4.1 million.Over 3.5 billion free editorial media impressions.Sales went up by 16%..What makes this a strong PR case?We exposed a startling Nielsen report - 87% women prefer to go out with clean-shaven men in theevening.We then coined the term „Evening Stubble‟ which was fresh and deeply rooted to a strong womeninsight. Top female celebrities joined the war and expressed their dislike for „Evening Stubble‟ atappearances.They told men to shave or crave. This was an extremely bold statement for the Indian media.Married women went so far as to say that they would sleep in separate rooms, creating front-pagenews.Finally, a group of men launched the Fusion Gamer by shaving in a moving train in the evening! Thenews cascaded further when celebrities got into train and shaved.DESCRIBE THE BRIEF FROM THE CLIENTGetting more men to shave in order to achieve this goal; seemed extremely difficult and expensive.So, we needed a creative solution that got men to shave more often!Thus our target audience was drawn from existing customers.Women were our source of inspiration. A Nielsen report revealed that 87% women prefer to go outwith clean-shaven men in the evening.RESULTSThe campaign received free media coverage worth over USD 4.1 million - the highest-ever in GilletteIndia history.Over 3.5 billion free editorial media impressions.Over 500 million digital impressions.For the first time, Gillette India trended on twitter with #shaveorcrave becoming India‟s No.1 trend forover three days.We witnessed India‟s biggest blogging outburst by women, with over 500 blogs and a reach of over34 million.Gillette India share grew by 1.2 points, reaching its highest ever share.Sales went up by 16% in spite of an existing high base.EXECUTIONWe coined a term called "evening stubble".Evening stubble became a bad word and women got all fired up. They began to put pressure onmen. They threatened to make men crave if they did not shave.Married women went so far as to say that they would sleep in separate rooms.As part of our digital PR campaign, over 500 women bloggers blogged about the movement in lessthan 24 hours, creating a storm in the digital space.
9In response, Gillette launched the Fusion Gamer – a razor that gives men such a comfortable shavethat they will enjoy shaving twice a day.The razor was launched in a moving train in the evening by a group of home-bound men.Celebrities got on board the train too. This got media talking and created explosive news.THE SITUATIONOver the past three years, Gillette had worked its way through to achieve market leadership in India.So, our challenge was to further accelerate growth on an existing high base.THE STRATEGYOur objective was to get men to shave more often.Thus our target audience was drawn from existing customers. We further focused our campaign onyoung men. The specific segment was defined as the „metro-mavericks‟ – living in the large cities ofIndia – whohad become notoriously allergic to traditional commercial messages, and were increasingly relying onword-of-mouth for information & brand choice.To be able to effectively communicate to our target segment, we needed to:A) Involve the one audience that men would listen to – WomenB) Adopt a more non-traditional approach. A PR technique that would generate word-of-mouth buzz .While researching, we came across a startling report published by the Nielsen - 87% women prefer togo out with clean-shaven men in the evening. We spoke to more women who affirmed this finding.Thus was born a women‟s movement against “Evening Stubble”.
10Other EntriesCLASSROOM MUMBAITHE AKANKSHA FOUNDATIONAKANKSHA SCHOOLOGILVY & MATHER INDIADESCRIBE THE CAMPAIGN/ENTRYThe problem of primary education in India is compounded by lack of teachers to teach theunderprivileged children.Akanksha, an NGO, provides free education to over 4000 such children. They do not get enoughvolunteers to teach, as people feel they need to be “qualified” to teach these kids.The Insight: There is a teacher in everyone.Akanksha took their classroom to the people to give them a first-hand experience of the simple joy ofteaching.On 5th September, when children across India were celebrating Teacher‟s Day, hundreds of kids fromAkanksha went out looking for their teachers. Armed with blackboards and benches, they set upclassrooms across Mumbai and Pune - at the airport, shopping malls, promenades etc. A simplemessage on the blackboard, "Will you be our teacher?", invited people to come forward and teach.Across locations, people stepped forward. Over 600 applications were received.As people shared their experience on social media, prominent personalities came to teach andtweeted about the activity. Ex-UN Under Sec. General and Minister of State for HR, Shashi Tharoor,tweeted too. MTV joined in, and BIG FM, a popular radio channel invited the kids to hold a liveclassroom on air. Media coverage worth over 800,000 USD was received at zero cost. We alsoengaged with press/media to reach out to a larger community. 3.5 million impressions weregenerated.NGOs in Pakistan (Citizens Charter of Pakistan), and Taiwan are in touch with us to replicate theactivity in their country.DESCRIBE THE BRIEF FROM THE CLIENT1. Attract at least 150 teacher applications2. Highlight the core issue of lack of availability of teachers to teach the underprivileged children sothat the message would reach a wider communitySince Akanksha centers are located in Mumbai and Pune, the program needed to target peopleranging from college students to office executives to house-wives across these cities.RESULTSOver 600 applications were received - roughly 4 times the targetPeople shared their experience on social media. Ex-UN Under Sec. General and Minister of State forHuman Resource, Shashi Tharoor, tweeted about it. Even MTV supported it. BIG FM (a leading localradio station) invited the kids to hold a live classroom on air.The message reached over 3.5 million people through media articles with 100% favorable mentions.The key message was reflected in over 90% of the articles published. Media coverage worth over800,000 USD was received at zero cost.
11NGOs in countries like Pakistan (Citizens Charter of Pakistan) and Taiwan have shown interest inreplicating the activity.EXECUTIONFirstly, areas that attracted maximum footfalls from the target audience were identified. Theseincluded the airport, malls, parks and promenades.On 5th September, India‟s Teacher‟s Day, classrooms complete with benches and blackboards wereset up across Mumbai and Pune. A simple message on the board, "Will you be our teacher?" invitedpeople to teach the kids.Across the cities, prominent personalities, office executives, house wives, travelers etc. steppedforward to teach the children subjects ranging from English, History, Maths to Dance and Drama.Publications widely read in Mumbai & Pune were invited to witness and cover the initiative.THE SITUATIONAkanksha Foundation is a NGO with a mission to educate underprivileged children enabling them tomaximize their potential and transform their lives. It reaches over 4000 such children in Mumbai andPune.Less than half of India‟s children between 6-14 years go to school. Over a third of all children whoenroll in grade one reach grade eight. The problem of primary education in India is compounded bythe lack of teachers.Akanksha was facing a shortage of volunteers to teach. One of the biggest reasons being that peoplethink they need to be qualified to teach these kids.THE STRATEGYThe Insight: There is a teacher in all of us.Since people were not going to the classrooms, Akanksha brought classrooms to the people. On 5thSeptember, when children across India were celebrating Teachers Day, Akankshas kids went outlooking for their teachers.Armed with blackboards and benches, they set up classrooms across Mumbai & Pune - at the airport,shopping malls, etc. A simple message on the board, "Will you be our teacher?" invited people tocome and teach..We engaged with media to spread the message to the larger community.
12FEVICOL SEPIDILITE INDUSTRIESFEVICOLOGILVY & MATHER INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYThe challenge:Fevicol already enjoys being a synonym to bonding in India. In popular media, Fevicol has beenassociated by consumers with bonding or stickiness – long-standing political alliances, strongfriendships, etc. While the usage of the brand name was as generic as we would have wanted, wewere looking for better brand recall among consumers.The objectives:The communication objective was to fortify Fevicols brand promise of being „the ultimate glue‟. Wewanted to create top-of-mind recall for the brand.The strategy:Since Bollywood song and dance sequences appeal to Indian audiences, we decided to do anin-song placement of Fevicol in one of the highly anticipated films of 2012. Bollywood songs oftentend to outlive the popularity of movies, get additional exposure in night clubs, on radio stations, TVchannels, sometimes even at weddings.The execution:Fevicol got integrated in the lyrics of an item song for the 2012 Bollywood movie „Dabangg 2‟. Thestarting lines mean „My love, stick my photo to your heart with Fevicol‟. Additionally, the song got titled“Fevicol Se.” (translating to with Fevicol).The results were phenomenal. Fevicol Se was an instant hit with the audiences, and the brandearned free media worth about US$7.55 million. Not just that, of the 12 brands associated with themovie, Fevicol benefited the most, proving the power of in-song placement over plain vanillaassociation with the movie.DESCRIBE THE BRIEF FROM THE CLIENTFevicols brand proposition, the ultimate bond, has become a sort of „lingua franca‟ for the society itexists in, and has become a part of day-to-day conversations, topical jokes & a metaphor for stickingof all kinds. Though the core proposition had been established for some time, we were looking forways to improve brand recall among consumers.The objective was to create a brand connection that would, not only leverage the brand proposition,but also create saliency of the brand itself.The target audience: Existing consumers – the public at largeRESULTS1) Output / Awareness:The song was covered on various TV shows and news stories, generating free media of about US$1.564 million. It was also featured on Bigg Boss, the Indian version of reality TV show Big Brother,and on a stand-up comedy show Comedy Circus, generating additional free media valued at aboutUS$ 648,000.The song was also played in cinema halls and on radio stations, collecting free media worth US$ 3.56million and US$ 1.39 million respectively. On YouTube, the song video garnered more than 10 millionviews, valued at about US$ 92,000. Print and PR put together got free impressions valued about US$296,000.In all, the free media garnered by the campaign is valued at about US$ 7.55 million.2) Knowledge: According to a post-release survey conducted by Ormax Media, of the 12 brands
13associated with the movie, Fevicol benefited the most from the association.EXECUTIONThe choice of movie was critical here. Dabangg 2s predecessor, Dabangg, was a huge blockbuster.It was already generating a lot of buzz. Lead actor Salman Khan‟s recent movies had consistentlycrossed Rs. 100 crore (about US$18.5 million) revenues at the box office.Moreover, Salman Khans following in India has been such that with enough pre-release hype, themovie was sure to attract crowds to cinema halls.Fevicol got integrated in the lyrics of the item song for „Dabangg 2‟, the starting lines being „My love,stick my photo to your heart with Fevicol‟. It was shot on Bollywood‟s lead actress Kareena Kapoor,and Salman Khan. Over and above, this the song was named as “Fevicol Se.”THE SITUATIONThe Opportunity:In recent years, Bollywood Item Songs – innuendo-loaded songs that arent connected to the movieplot, and showcase flashy dance sequences – have become immensely popular. They holdtremendous potential for brands looking to break clutter.Bollywood actor Salman Khan was about to bring out a sequel to his blockbuster movie Dabangg,titled Dabangg 2. The actors recent movies had consistently been big hits - grossing more than Rs.100 crores (US$18.5 million) at the box office. And „Dabangg 2‟ was already generating free media.THE STRATEGYIn-film product placement, specifically, has seen tremendous growth in the last few years, and mosthigh-budget films use product placements to offset some of the cost of production and marketing ofthe films. In some cases, in-film product placements are supported by additional advertising done bythe same brands, and further endorsement done by the cast of the film.Pushing the envelope a bit further, Fevicol got integrated in the lyrics of the song in the movieDabangg 2. A study of the entertainment industry revealed that songs tend to outlive the popularity ofmovies, get additional exposure in night clubs, on radio stations, TV channels, sometimes even atweddings. This could help Fevicol break clutter and achieve the salience that it was aiming at. Thesong was named Fevicol Se.
14CHANNELING THE POPULARITY OF A MYTHOLOGY-BASEDTV SHOW TOWARDS SOCIAL CHANGELIFE OKTV SHOW TO AFFECT SOCIAL CHANGEPERFECT RELATIONS Delhi, INDIADESCRIBE THE CAMPAIGN/ENTRYBACKGROUND:„Mahadev‟ – based on Shiva‟s life– launched in December 2011, became one of India‟s most watchedTV shows . The challenge was to increase connection between the channel‟s values and itsaudience.STRATEGYLeveraged mythological relationship between Shiva and the Ganges to influence politicians,academia, scientists, and religious leaders to make Ganges‟ conservation a national cause, throughmusic, education and conversations.RESULTS:1. Reached over 10 million people2. United governments in three states towards one cause3. Education on conservation added in school curricula4. Channel seen as a change-driverDESCRIBE THE BRIEF FROM THE CLIENT• Utilize Life OK‟s popularity and entertainment genre for a social cause that affects each and everycitizen.• Create social awareness, propagate, educate and bind together national opinion and emotionstowards conserving the national river.• To create and execute a pan-India campaign that leveraged Life OK‟s existing programming toincrease top of mind recall and viewership for the social cause of conserving the river Ganges• Set an example that a socially-conscious channel, whose values and vision align with an important,nationally relevant social cause can make a difference and still earn TRPs.RESULTS• Against the backdrop of very little new legislation on the Ganges from an environmental perspective,our campaign initiated Government policies on the following:o Action on polluting industrieso No sewage discharge in Ganga by 2014o Electric crematoriumso More authority for Pollution Control Board• In Phase 1, over 25 million people across the Ganges Belt were mobilized in conservation efforts.The Haridwar launch alone reached more than 25,000 people.• Highlighted Life OK‟s commitment to a social cause by having linked the show concept to theconservation of River Ganga• Reinforced the popularity of Mahadev and helped it achieve the highest ever TRP for a GEC show inIndia.• Life OK is the only channel which has broken- even and is recording profits in its first year. There isno other GEC channel which has attained this kind of growth in the history of Indian television.• Life OK is now ranked 5th in terms of Hindi GEC channels.
15EXECUTIONMobilising the masses - Tied up with schools and colleges to conduct workshops and competitions onenvironmental issues; Facilitated interactions with the media -print, electronic and on-air integration todrive visibility and subtly plug the show‟s connect to the Ganges; Musical piece by local musiciansfrom the Ganges Belt; Popular Indian song-writer Prasoon Joshi created a song on river Ganges;Created and promoted „Save Ganges‟ merchandise.Influencing the influencers - A renowned panel comprising government officials, academia, andscientists inaugurated the campaign launch at Haridwar -ranging from the Chief Minister to theacademia, to religious leaders as well as top media journalists.The Mahadev Multi City Tour (Jan – April) - Targeted the three most religious centers along theGanges - Haridwar, Varanasi, and Kumbh (the world‟s largest religious gathering, attended by over 80million)Key messages we drove to engage local communities - High level of pollution that Kumbh pilgrimswere causing to the Ganges; Used the Holi Festival to promote the use of eco-friendly colors on theGanges Banks.THE SITUATIONIndia‟s television media landscape is as crowded as it is competitive. With over 825 TV channels in 40languages, there is a pressing challenge facing national cable television stations to stand out andincrease their connect with the diverse viewership. The General Entertainment Channel, Life OK, andthe show „Mahadev‟ – based on Shiva‟s life– which only launched in December 2011, became one ofIndia‟s most watched TV shows. The challenge was to increase connect between the channel‟svalues and its audience.THE STRATEGYIncreasing Life OK‟s social connection by making Lord Shiva the catalyst for environmental change inIndia. The Ganges Plain, which supports over 45 million Indians, was chosen as the geographicaltarget because of the great social, political, and religious relevance it has for the country. DevonkaDev… Mahadev, a Life OK show based on the life of Lord Shiva (Mahadev), was selected as thevehicle for the campaign. Because Lord Shiva is considered the mythological guardian of the RiverGanges, the campaign used the show‟s protagonist in character to propagate the cause of cleaningthe Ganges in a series of pan-India activations along the river.Influencing the influencers-Advisory crafted a targeted messaging to appeal to all its stakeholders;Engaged religious viewers on the Ganges‟ spiritual importance, scientists on the environmentalimpact, students on the cause, and local politicians on the opportunity to increase their connect withtheir constituents. By engaging the Chief Minister of Uttarakhand, the Minister of Water Resources,and other policy-makers, we influenced policy decision in our favor.
16RENEWS KASHMIRJAMMU & KASHMIR TOURISM DEPARTMENT OF INDIATOURISMPUBLICIS COMMUNICATIONS Gurgaon, INDIADESCRIBE THE CAMPAIGN/ENTRYJammu and Kashmir Tourism wanted to change the negative perception of the Kashmir valley,propagated to a large extent by bad press that the valley has got in the last three decades. And theywanted to talk to the very people who had created the negative image of Kashmir, the press.We created the ReNews Kashmir project, that asked volunteers to send us press clippings of negativenews in the valley. We then converted those clippings into a paper mash from which we created artKashmir is known for, Papier-Mache Boxes.These boxes were then sent to journalists, editors and reporters across the country with a messagethat underlines the beauty of Kashmir and how the box in their hands was created from bad press.By turning bad news into something beautiful, we encouraged the press to change the way theylooked at Kashmir. The initiative led to an increase in positive press for the valley and even generatedstories based on the activity itself.DESCRIBE THE BRIEF FROM THE CLIENTWe were asked by J&K Tourism to create a solution that would attack the negative perceptions ofopinion makers - the press.RESULTSThe initiative was a huge success with a perceivable change in the way Kashmir was being reportedabout in all major dailies, TV and radio. There was also a shift in popular blogs with more focus beinggiven to the positives of the valley.EXECUTIONWe created the ReNews Project - An initiative that took news clippings about the violence in Kashmirand used them as the raw material for beautiful Papier - Mache objects. We got thousands ofclippings from volunteers that were turned into hundreds of boxes and then sent to journalists with amessage that talked about the beauty of Kashmir and asked them to rethink the way they looked atthe valley.THE SITUATIONKashmir has been marred by violence for decades. Whats worse, the popular image of Kashmir hasbeen further tarnished by bad press that has highlighted the bloodshed, the riots and clashes in thevalley. This had led to a marked fall in tourism.THE STRATEGYWe decided to highlight the beauty of the Kashmir Valley and its people by creating art from thenegative press of the valley. The attempt was to change perception by showing the metamorphosis ofsomething negative into something beautiful.
17THE GENOMUSIC PROJECTBAY BEAT COLLECTIVEBAY BEAT COLLECTIVEJWT INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYBay Beat Collective, a popular bass music group, came to us looking for an idea that would help themconnect with their fans outside of their gigs.Since our target audience included the bands existing fan base as well as fans of electronic music ingeneral, our strategy was to leverage the one thing that binds bands and their fans - music.Our challenge: To find a unique way of doing this.We created The Genomusic Project, a unique collaboration between the band and their fans thatwould combine science and art to produce the world‟s first music album created from fans‟ DNA. Theidea was for Bay Beat Collective to take DNA samples from eight of their fans and convert them intoeight tracks for this album.We launched the project with an app on the band‟s Facebook page that carried a month-long contestto pick the eight fans, each of whom was then sent a DNA collection kit. All they had to do was rub thesterilized cotton swab along the inside of their cheek, put it in the collection tube and mail it backusing the pre-addressed envelope.The samples were then sent to a lab specializing in genetics to establish individual DNA profiles,which were then converted by a specially designed software into MIDI samples. These samples werethen used by Bay Beat Collective to create the final tracks. And since no two people have the sameDNA profile, each track sounded completely different from the other.DESCRIBE THE BRIEF FROM THE CLIENTThe primary objective of the campaign was to create an engagement platform that would help BayBeat Collective connect with their fans outside of their gigs. But instead of restricting our targetaudience to only existing fans of the band, we decided to reach out to fans of electronic music ingeneral.To understand our target audience better, we conducted a research among them to understand theirrelationship with their favourite bands so that we could determine the nature of the engagementplatform.RESULTSThe Genomusic Project saw 5,84,212 unique visitors to the app, 2,59,053 contest submissions andthousands of Facebook and Twitter impressions. It was featured in newspapers, magazines, websitesand blogs, earning media impressions worth $1.2 million.Within three weeks of its launch, the album sold more than 12,000 copies, making it Bay BeatCollectives best-selling album. Band bookings went up by 83%. And Bay Beat Collective was votedthe "Number 1 Drum-n-Bass DJ" by MyFavDJ.in, Indias largest artist awards poll - a true testament tothe band‟s loyal fan base.EXECUTIONWe launched the project on the band‟s Facebook page with an app that carried a contest to pick theeight fans. A multimedia campaign was simultaneously launched to promote the project andencourage people to participate in the contest.Once the month-long contest came to a close and Bay Beat Collective picked the 8 winners, each ofthem was sent a DNA collection kit. All they had to do was rub the sterilized cotton swab along theinside of their cheek, put it in the collection tube and mail it back using the pre-addressed envelope.
18The samples were then sent to a lab specializing in genetics to establish individual DNA profiles,which were then converted by a specially designed software into MIDI samples. These samples werethen used by Bay Beat Collective to create the final tracks.The campaign ran according to the original plan.THE SITUATIONMumbai-based Bay Beat Collective, comprising Sohail Arora and Kris Correya, is a popular bassmusic group. But even though their unique sound guaranteed packed houses at every gig, theyrealised that their interaction with their fans was limited only to these concerts, as a result of whichthey were slowly but surely losing traction with their fan base. Thus the need for a PR campaign thatwould change the way Bay Beat Collectives fans looked at the band.THE STRATEGYWhile it was clear, considering our target audience, that our idea would revolve around music, theresearch threw up the insight that the strongest band-fans engagement platforms are built on thefoundation of collaboration.Our strategy was simple. Bay Beat Collective would produce a music album in collaboration with theirfans. But it would be a collaboration like no other. One that would combine science and art to createan engagement platform that would make music history.Presenting The Genomusic Project, the world‟s first album created from fans‟ DNA. The idea was forBay Beat Collective to take DNA samples from eight of their fans and convert them into eight tracksfor the album.And since no two people have the same DNA profile, each track would sound completely differentfrom the other.
19THE SONG OF THE WINDKHAITAN FANSKHAITAN FANSJWT INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYThe brief was simple. Khaitan, one of India‟s biggest manufacturers of fans, briefed us to create theircorporate tune. But how do you make something thats done behind closed studio doors interestingfor the consumer? Especially for a consumer thats convinced itself that the eighty year old brand isincapable of new ideas.To address this, we employed the wind itself to compose the tune. We took 6 wind instruments,modified them in order to make them more sensitive to the wind and placed them in an open space inPanchgani, one of India‟s windiest places, and recorded these sounds, which were then used by arenowned music director to create Khaitan‟s corporate tune.We wanted to bring the consumers closer to this unique event but because we couldnt take themthere, we brought the event to them via a microsite. It was brought alive online by a site that enabledvisitors to watch and hear the instruments via a live video stream. Traffic was directed to this site withthe help of strategically placed online banners and by emails sent to Khaitans database ofconsumers.The event caught on and became viral immediately. The site itself experienced 13,000 unique visitorsand the link was widely shared on social networking sites. 31 editorial articles were released outsideof our PR voice on websites and blogs. For the first time in Khaitans glorious history of eighty years,was their corporate tune so hyped and talked about.DESCRIBE THE BRIEF FROM THE CLIENTThe objective of the campaign was to change Khaitans image of being a dated brand. Researchproved that the audience did not see Khaitan, an eighty year old name, as someone who was abringer of new ideas and products. That, being a very dangerous place to be, needed to be changed.Thats why, we needed to launch the new corporate tune in a way like no other.RESULTSThe site itself experienced 13,000 unique visitors. For the first time in Khaitans history, theircommunication was widely shared on social networking sites. There was free media generated and31 editorial articles were released outside of our PR voice on websites and blogs. In all, a brand thatwas considered to be old launched their corporate tune in the most inventive way.EXECUTIONWe took 6 wind instruments, modified them in order to make them more sensitive to the wind andplaced them in an open space in Panchgani, one of India‟s windiest places, and recorded thesesounds for 24 hours. These raw sounds were then used by a renowned music director to createKhaitan‟s corporate tune.The installation was brought alive online by an interactive microsite, www.thesongofthewind.com, thatenabled visitors to watch and hear the instruments via a live video stream. Apart from our PRdiscussions, the project went viral and was shared by the audience earning free media.The campaign ran exactly as planned.THE SITUATIONKhaitan has been one of the biggest manufactures of fans in India for almost eighty years now. Thisglorious journey comes with its pros and cons. Even though the brand has a long and strong connectwith the consumers, the audience also perceived Khaitan fans as someone who was very far awayfrom innovations and new ideas. We needed to change this.
20Thats why the Song of the Wind an event to create the corporate tune was done. It resonated thebrands philosophy in every way and made the tune more experiential and interesting for theconsumer. Being broadcasted live on the microsite, for the first time, Khaitan spoke to the consumerson in a tone that surprised them.THE STRATEGYFirstly, we needed a music director that was well aware of the format to collaborate with us andmanage the project from the very start. Thats why we approached Nikhil Kulshestra, one of Indiasmost renowned music directors to compose the tune. Then, we explored ways to modify theinstruments so that they became more sensitive to the wind. Once that was done, next on the list wasa location windy enough to coax sounds from the instruments. Thats where Panchgani, Indiassecond most windiest place came into the picture. There, we placed the instruments for 24 hours. Tobring this event closer to the consumer, the installation was bought alive by a microsite where theycould watch the instruments playing on a live video feed.
21SUNDAY AWAKENINGSTAR INDIASATYAMEV JAYATEOGILVY & MATHER INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYTHE CHALLENGE: No one would watch a TV show based on social issues featuring disturbingcontent. Especially, if it was telecast on a Sunday morning. TV ratings for this time slot in India were0.4 TVR. So when Star India, Indias biggest TV network, decided to launch SatyamevJayate - a grimbut socially relevant TV show, we knew that no Indian may want to watch it.THE OBJECTIVE: Our campaign had to galvanize 1.2 billion people to tune into the show on the dayof its launch.THE STRATEGY & EXECUTION: Star India roped in Aamir Khan, Indias biggest movie star knownfor supporting social causes as the show host and we launched show promos where he madeprovocative statements like "Let people cry... let them get pissed", "The show should hit peopleshearts". We shared it with media and multiplied the PR buzz - Leading channels like CNBC, EconomicTimes started doing stories on these unique show ads, first time South Indian media was invited,Financial Express & Business Standard did spokesperson interviews. We even took the first episodescreening to remote villages where there was no electricity. And so on launch day, it created dreamresults - 1) SatyamevJayate opened with over 1000% higher TV ratings of 4.7 TVR 2) Our websitecrashed with inbound traffic 3) SatyamevJayate most searched words on Google Trends on launchday & 4) Trended top 5 on Twitter on launch day globally.DESCRIBE THE BRIEF FROM THE CLIENTThe primary goal of the campaign was to share powerful stories of social importance by galvanizing1.2 billion Indians to tune in to SatyamevJayate TV show on the day of its launch. The key challengewas to create enough curiosity for people to tune in on a Sunday morning because our researchclearly showed no one watched TV shows based on social content.RESULTS1) SatyamevJayate opened with over 1000% higher TV ratings of 4.7 TVR2) Media coverage worth USD 2.5 million3) Donations worth USD 1.7 million for social causes4) An incredible 1.39 billion social media impressions5) SatyamevJayate website crashed with inbound traffic on launch day6) SatyamevJayate were most searched words on Google Trends on launch day7) Trended Top 5 on Twitter globally & 6 Lac Facebook likes on launch day8) Fast Track Courts for Female Feticide announced9) Child Sex Abuse Law passed in the parliament10) Aamir Khan invited to parliament & made it on the cover of TIMEEXECUTIONFirst phase, we launched show promos featuring Aamir Khan. We made provocative statementsthrough him - "Let India cry... Let people get pissed", "The show should hit peoples hearts”. We alsouploaded films on YouTube. The campaign wasnt just viewed by lakhs but it also intrigued Indiaacross media and regions. Ordinary people and celebrities alike started tweeting about it. Leadingmedia like Economic Times, Financial Express, AajTak, CNBC etc. picked it up and made speculationabout the show rife. Finally, we launched some more promos asking people to get up early on Sundayand watch the show. This piqued the countrys interest about the show to the hilt. All of which resultedin over 1000% higher opening of the show with TV ratings of 4.7 TVR.THE SITUATIONSocial programming didn‟t qualify as entertainment for Indians. Similar programmes „AapkiKacheri‟and „Zindagi Live‟ garnered TVR average of 1.1 and 0.4 respectively. [Source: TAM] Sunday morning11am was a dead slot in Indian television – (Average TVR of leading GEC channels hovers between
220.3–0.6) [Source: TAM, Jan 2012-April 2012] Given these hard facts, in order to get the whole countryto tune into Star Indias SatyamevJayate, there was a clear need to arouse nationwide publicexcitement around the TV show. Failing which, Star Indias efforts of putting together the show wouldamount to nought.THE STRATEGYSatyamevJayate was shot with Aamir Khan, Indian biggest movie star known for supporting socialcauses, as the TV show host. But if we showed the content of the show in our advertising, it may havepushed people away further. So the creative strategy we employed was to show Aamir Khan makingprovocative statements about social change in the show promos. The idea was to stoke the intrigue ofa billion people. This strategy did pay off and generated unprecedented PR across India. We thenused social media as a catalyst to create more conversations to reach maximum Indians. Recognizingthat social issues lived as much in rural India as they did in urban, we ensured that the show reachedIndians across the board. Make shift screening venues were set in rural India so that they too couldget the opportunity to see the show.
23GIRL GIFT BASKETTHE BARN PROJECT - A BBH INDIA INITIATIVETHE BARN PROJECTBBH COMMUNICATIONS INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYIn India there exists a strong gender bias. When a boy is born into a family, the room is showered withgifts, sweets and visitors. When it‟s a daughter, there arent as many gifts and even fewer visitors.Often the mother is blamed for giving birth to a daughter, like its some sort of a mistake.The Idea.We made surprise visits to maternity wards across Mumbai and dropped off baskets full of goodies formoms and their new-born daughters. We hugged the mom and congratulated her for being blessedwith a daughter. The idea was to seed dissonance in the minds of the visiting family and friends. Whatcould begin as surprise is bound to make them introspect.But we didnt want the celebration to stop at hospitals. Our microsite and FB page was updated dailywith pictures from our visits. The word spread, and soon we had fans from all over the world.Results10 weeks and 500 baskets later- Wed been approached by 3 corporations and several individuals asking how they can contribute.- Over 250,000 people had already been reached through our FB page.- The initiative had been covered in several newspapers and blogs.- A popular RJ volunteered to deliver baskets with us and on her next show, she shared herexperience with listeners.But most of all, in our small way, we made the first moments of a few moms and their baby girls just alittle more special.DESCRIBE THE BRIEF FROM THE CLIENTWe wanted to welcome baby girls to the world and remind their mothers how lucky they are to beblessed with daughters. We wanted to make people realise how ridiculous the current mindset is.RESULTSDone on a budget of little less than $1000, thanks to the support of several partners and volunteers,10 weeks and 500 baskets later- Wed been approached by 3 corporations asking how they can contribute.- Over 250,000 people reached through our FB page.- The initiative had been covered in several newspapers and blogs.- A popular RJ volunteered to deliver baskets with us and on her next show, she shared herexperience.But most of all, in our small way, we made the first moments of a few moms and their baby girls a littlemore special.EXECUTIONFor 10 weeks, we made surprise visits to maternity wards across Mumbai and dropped off baskets fullof goodies for moms and their new-born daughters.But we didnt want the celebration to stop at hospitals. Our microsite and FB page was updated dailywith pictures and messages from our visits. The word spread, and soon we had fans from all over theworld.THE SITUATIONIn India there still exists a strong gender bias. When a boy is born into a family, the room is showered
24with gifts, sweets and visitors. When it‟s a daughter, there arent as many gifts and even fewervisitors. Very often the mother is blamed for giving birth to a daughter, like its some sort of a mistake.We wanted to change this ridiculous mindset.THE STRATEGYWe as strangers came and celebrated the birth of a baby girl. The idea was to seed dissonance in theminds of the visiting family and friends. What could begin as surprise is bound to make themintrospect.
25MARKS FOR SPORTSNIRMALNIRMALDDB MUDRA GROUP Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYThe core belief of the Marks for Sports campaign is that if schools include sports as a part of themain curriculum, then parents as well as children would devote more time to sports.Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sportinglegends from India extended their support to the campaign.Special televised debates and discussion shows with leading politicians, sports celebrities, children,parents and educationists, and a pan-India signature drive asking for policy changes, brought thecampaign message to the country.The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, and thesports minister A. Maken, on this day sports personalities set about inspiring the country throughvarious activities. The day ended with the Spirit of Sport Awards ceremony honouring the commitmentof sports persons, individuals, and children towards promoting sports.Key Highlights:1. First ever campaign to make sports a compulsory subject in the school curriculums.2. Nationwide petition campaign in support of the initiative.3. Sports Minister of India backs the campaign.4. Televised panel discussions and debates.5. All 27 states pass a resolution to consider marks for sports.6. 6 states implement marks for sports.7. 1.6 million people sign the pledge.8. Sports connect initiative sends sporting icons back to school to inspire kids.9. Over 6 million media impressions10. Continued presence on television for over a year.DESCRIBE THE BRIEF FROM THE CLIENTThe year-long „Marks for Sports‟ campaign aims to reach out to policy and decision makers across thecountry with a series of activities. These will include special televised debates and discussionprogrammes with the Campaign Ambassador, televised interactive ground activities with sportspersons and children and a signature drive asking for policy changes with pledges for donations andequipment. Also included will be a school connect programme, to motivate and encourage studentsand their parent to accept Sports as part of the main curriculum. The campaign concluded with FitIndia Day and the Spirit of Sports awards.RESULTSThe key highlights of the campaign were as follows:1. First ever campaign to make sports a compulsory subject in the school curriculums.2. Nationwide petition campaign in support of the initiative.3. Sports Minister of India backs the campaign.4. Televised panel discussions and debates.5. All 27 states pass a resolution to consider marks for sports.6. 6 states implement marks for sports.7. 1.6 million people sign the pledge.8. Sports connect initiative sends sporting icons back to school to inspire kids.9. Over 6 million media impressions.10. Continued presence on television for over a year.EXECUTION
26Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sportinglegends from India extended their support to the campaign.Special televised debates and discussion shows with leading politicians, sports celebrities, children,parents and educationists, and a pan-India signature drive asking for policy changes, brought thecampaign message to the country.The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on thisday sports personalities set about inspiring the country through various activities. The day ended withthe Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, andchildren towards promoting sports.One of the major achievements of the campaign in Year 1 was receiving the generous support of theMinistry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all statesto implement Marks for Sports.THE SITUATIONMarks for Sports, which aims to develop fitter, active and healthier lifestyles for the youth of today.The core belief of this campaign lies within the premise that if schools and more importantly, differentboards of education include Sports as a part of the main curriculum, then parents, as well as children,will devote more time to sports, setting them on the path of a lifetime of fitness.THE STRATEGYCampaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sportinglegends from India extended their support to the campaign.Special televised debates and discussion shows with leading politicians, sports celebrities, children,parents and educationists, and a pan-India signature drive asking for policy changes, brought thecampaign message to the country.The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on thisday sports personalities set about inspiring the country through various activities. The day ended withthe Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, andchildren towards promoting sports.One of the major achievements of the campaign in Year 1 was receiving the generous support of theMinistry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all statesto implement Marks for Sports.
27SOLDIER FOR WOMENP&G INDIAGILLETTEBBDO INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYThe country is in a fiery mood as women issues take top of mind. Male bashing was on the rise.As India‟s leading male brand, Gillette felt the need to step in and rise to the challenge.The objective of the campaign was to win back the respect for men.The strategy was for Gillette to respond responsibly by standing up for women at a sensitive time likethis.Because only when you give respect can you get respect.We created a platform where men could come forward to show solidarity with women.We kick-started the movement by seeding a thought provoking film on YouTube. Within a month, itreceived over 2 million hits.We offered various touch points for men to pledge support and join the movement. #soldierforwoman,a missed-call number, a Facebook page and app, and on-ground forums were some of them.In response, publications, radio and TV channels came forward to create branded content - forwomen to share stories about men who stood up for them.The campaign went on to receive $5 million worth of free media coverage within 60 days.PR value- We were addressing a highly sensitive national issue. So automatically, anything and everything thatwe said came under the lenses of the media.- The YouTube film received widespread attention, right from news channels and dailies to businessmagazines.- The Ex-President of India, Bollywoods biggest celebrities, sportsmen and eminent speakerssupported the movement resulting in massive PR coverage.DESCRIBE THE BRIEF FROM THE CLIENTThe objective of the campaign was to win back the respect for men.To be able to do so, unlike traditional Gillette campaigns that target only men, we needed to involvewomen as well. So, our target audience was men and women age 20 to 45 across SEC A and B.Given the highly sensitive situation, it was important that we weren‟t preachy or overt in our approach.We needed to communicate the maximum to both men and women by saying the least.RESULTS- The campaign received $5 million worth of free media within 60 days.- #SoldierforWomen trended in every city.- Over 12 million pledges across touch points.- Over 3 million stories of mens courage and respect for women.- Over 600,000 fans added on Facebook.- 1.6 million consumers joined the Soldier Parade application in just 1 month.- With over 2.3 million views of the film, Gillette became the fastest growing FMCG brand YouTubechannel and overall 5th fastest growing YouTube channel in India.- The Ex-President of India, Bollywoods biggest celebrities, sportsmen and eminent speakerssupported the movement.
28EXECUTIONWe kick-started the movement by seeding a thought provoking film on YouTube. Within a month, itreceived over 2million hits.We offered various touch points for men to pledge support and join the movement. #soldierforwoman,a missed-call number, a Facebook page and app, and on-ground forums were some of them.The Ex-President of India, Bollywoods biggest celebrities, sportsmen and eminent speakers cameforward in support of the movement. This was published in the form of TV and radio vignettes,advertorials and press releases.In response to the growing movement; publications, radio and TV channels came forward to createbranded content - for women to share stories about men who stood up for them.THE SITUATIONThe country is in a fiery mood as women issues take top of mind. Male bashing was on the rise.Women were losing faith in men and men were losing respect.As India‟s leading male brand, Gillette felt the need to step in and rise to the challenge.THE STRATEGYThe strategy was for Gillette to respond responsibly by standing up for women at a sensitive time likethis.Because only when you give respect can you get respect.We needed to give the men of the nation a common voice, where they could come forward and showsolidarity with women.
29TREES CANT DO ITOPEN MEDIA NETWORKOPEN MAGAZINEINNOCEAN WORLDWIDE COMMUNICATION New Delhi, INDIADESCRIBE THE CAMPAIGN/ENTRYCHALLENGEOPEN magazine decided to take the country on a tree plantation drive. Mainly because as an offlinepaper magazine, it had a huge responsibility to give back what it had taken from the environment.IDEAA wacky viral titled Trees can‟t do it was released on 5th june 2012, World Environment Day followedby a print campaign and loads of on-ground activity across various colleges, offices and parks. Theviral showed the trees „doing it‟ and the female tree getting pregnant and delivering a baby tree with amessage in the end saying “Trees can‟t do it. You can help”. Plant a tree today.RESULTAlmost 400,000 views were recorded on youtube. Top social networking sites were set abuzz withcomments, discussions and debates. And most importantly more than 5,000 trees were distributedand planted at various colleges, offices and parks. People from all walks of life joined the cause. Eventhe RJs couldn‟t stop talking about the campaign. More than 7000 people joined OPEN‟s effort onFacebook. And in just 30 days, the subscription for OPEN went up by 50%.DESCRIBE THE BRIEF FROM THE CLIENTFrom the beginning the goal was clear. It aimed at targeting the youth of India and plant at least 5000trees across various colleges, schools and offices. The objective was to make everyone aware thattrees can‟t pro-create on their own and therefore they need our helping hand. After days of research,OPEN magazine found out that there are millions of trees cut everyday for making products that areprimarily used by the younger members of the society. So, OPEN decided to raise the issue in front ofthe youth and make them participate in a mega plantation drive.RESULTSoutput/ awareness - More than 400,000 views were recorded on Youtube. The video was widelytalked about. No one could imagine trees making out/ a female tree getting pregnant and delivering asapling. The youth got talking about it. More than 5000 trees were planted and the activity wasconcluded on 16th September - the World Ozone day. And the fact this entire initiative was broughtabout by OPEN magazine was appreciated.knowledge/ consideration - Trees The Top networking sites like Facebook, Twitter and the likes wereset a buzz with discussions and debates.More than 400 tweets were recorded by 1383 followers.On Facebook , more than 7000 people joined the cause.Action/business impact - The initiative helped the OPEN magazine significantly. The subscriptionnumbers went up by 50% in the month of June. This was more than the most popular magazine in thesegment called the - outlook.EXECUTIONOn 5th June 2012, World Environment day, the wacky video went viral. It showed the trees „doing it‟ inprovocative postures and the female tree getting pregnant and delivering a baby tree in the maternityward with a message saying “Trees can‟t do it. You can help”. Within no time people from all walks oflife started joining the cause. All the tools and tactics including the viral video, tree plantation driveand tree sampling went exactly according to the plan. Even the mention from famous RJs on variousradio channels helped us spread this PR initiative. The PR plan was scheduled and executed toperfection. OPEN magazine was pleasantly surprised with the level of participation that it witnessedthroughout the activity. We all know that any PR activity is good only when it‟s executed perfectly andgarners great word of mouth for the cause and the brand.
30THE SITUATIONOPEN, the weekly current affairs and features magazine, is the flagship brand of Open MediaNetwork. OPEN is aimed primarily at the progressive, globally minded Indian as its target reader, andtries to stay faithful to its promise of not dishing up regurgitated news or majoritarian opinion. The PRcampaign, Trees Can‟t do it was aimed at making young India aware of the situation in their hands.We are losing trees everyday, and OPEN as a paper magazine and as a concerned member to thecause, decided to give back what it had taken from the environment.THE STRATEGYJust like any good PR strategy, OPEN magazine decided to keep it simple. The company knew thatthe best way to start this PR activity would be a wacky viral, that‟ll engage the youngsters in a mannerthey like the most. When the viral became the talk of the town, OPEN then followed up by reachingNew Delhi‟s top colleges, offices and parks and distributing free saplings to people from all walks oflife. We spoke to different people around market areas where OPEN sold its magazines. Everyonefound the PR activity not just impactful but also engaging. It was the perfect amalgamation of strongcommunication and on-ground presence that made this activity such a spouting success.
31DONT JUST WATCHMAXIPL ON MAXJWT INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYIPL (Indian Premier League is Indias biggest domestic cricket event).The Don‟t Just Watch campaign by official broadcaster Max, brought fresh excitement to IPL viewers.Persuading viewers to abandon their passive watching experience.In a scenario, threatened by cricket fatigue due to an overdose of matches, this campaign enabled thechannel to have its highest ever viewership of 154 million viewers in just the first 3 weeks, gaining 17million viewers versus the previous year.Led by Farah Khan, Bollywood‟s No.1 choreographer, the campaign re-defined „active viewing‟.The celebrity choreographer specially designed 3 unique dance steps for the 3 high points in cricket:4, 6 and wicket. Farah asked the whole nation to not just watch, but dance and celebrate every 4, 6and wicket.Wherever Farah went, she made everyone dance the steps - this created LIVE PR moments on airand on ground. Generating free media coverage worth 6.5 million USD. Awareness impact included11,000 plus user generated videos online. 300,000+ new fans joined the Max Facebook page.300,000 caller tunes and ringtones of the IPL anthem downloaded. Street dance classes activated in21 cities. IPL 2013 has reached 168 million viewers in 4 weeks ie. 4 million more than 164 millionviewers achieved in full 9 weeks in 2012. Sponsorship doubled to 12 sponsors compared to 6 lastyear. 80% of the advertising inventory was sold before the start of tournament. 3 moves became anationwide move-ment!DESCRIBE THE BRIEF FROM THE CLIENTThe goal was to increase viewership of IPL by driving active engagement with the 3 dance stepscreated by Farah Khan. The 3 dance steps triggered live content creation which would attract PR andmore viewers. The more people watched IPL, the more they would dance and get involved with thegame.The specific goals were to achieve:1. Free PR worth 5 million USD.2. Viewership of 150 million people in 4 weeks (10% increase over the previous year viewership of137 million)3. Get more sponsors for the IPL.RESULTSOutput/Awareness: Free media coverage worth 6.5 million USD. 11,000 plus user generated videos;200,000 downloads of IPLs „Jumping Japang‟ app, ranked one of the top 5 entertainment apps in theandorid platform. 300,000 plus new fans added to the Max Facebook page; 300,000 caller tune andringtone downloads, street dance classes activated in 21 citiesAction/Business Impact: IPL‟s highest EVER viewership of 154 million in the first 3 weeks. Gained 17million viewers versus previous year; IPL 2013 has reached 168 million viewers in 4 weeks ie. 4million more than 164 million achieved in full 9 weeks in 2012. Sponsorship doubled to 12 sponsorscompared to 6, last year. 80% of the advertising inventory was sold before the start of the tournamentthanks to phase 1.EXECUTIONDuration: Feb - April 2013PHASE 1 – Pre IPL: As a press conference first, India‟s best celebrity choreographer herself dancedat the Max IPL press conference. The journalists present danced too! On air, instructional videos, outof home and print ads urged people to get ready to dance.
32PHASE 2 – During IPL: On the day of the launch, April 3, a full page ad with match schedule followedby a blitz of 7 films in which ladies who lunch, male executives, families, couch potatoes, and otherswere surprised by a visit from the choreographer commanding them to dance while viewing IPL. Mall,cinema and housing society activation programmes also followed. On the playing field, cheer leadersof all 9 different teams, did the unique IPL dance moves during the match and was viewed by millionson television and in the stadiums.THE SITUATIONDue to an overdose of cricket on TV, interest levels in IPL were falling. Cricket fatigue led to passiveviewing and falling viewership. The need was to create a buzz and re-energise viewer engagementwith the brand.THE STRATEGYThe strategy was to celebrate the unique entertainment value of IPL.Everything about IPL is unapologetically thrilling. The short duration of the matches, auctions of theplayers, the cheerleaders, the camera coverage, the banter of commentators etc.The point of departure was to suggest that if the property itself was so effervescent how could itsviewing not be entertaining too?The campaign strategy was telling the country that passive viewing is NOT an option. Leading thecharge was Bollywoods most popular choreographer. Baton in hand, she literally makes the nationdance and celebrate everytime there is a 4, 6 or wicket. The addictive tune and three new dancesteps got everyone onto the floor. Theres even an armchair option for couch potatoes!
33CYCLE GENERATORVISAVISA DEBITBBDO INDIA Mumbai, INDIADESCRIBE THE CAMPAIGN/ENTRYPROBLEM : Millions of Indians are unable to take part in the countrys economic progress because ofpoor infrastructure and no access to city amenities.THE INSIGHT : But there is e-commerce, and that is available to all, including all Indians who have adebit card.THE IDEA : VISA Debit liberates all Indians to dream big and seek advancement… by driving the rightto financial and social inclusion for all Indians.The integrated campaign was launched with a documentary style film based in Kashmir – a statebattling geographical impediments, terror and militancy. The emotional story of a man who cycles tocreate light for his small town using Visa Debit card. The film directed people across the nation to logon to the dream2advance platformRESULTS:• The film crossed a million YouTube hits in one week.• Google wrote to Visa stating the video generated the highest number of views in a day for anyBanking & Financial Services campaign.• Kashmir began to gain greater focus• 4.5 million visitors on D2A.com• 14298 dreams shared.• 42,116,275 seconds - Total time spent on the platform.• #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.DESCRIBE THE BRIEF FROM THE CLIENTVISA Debit wanted to be more than just an ATM card.We needed to convey that VISA Debit liberates all Indians to dream big and seek advancement… bydriving the right to financial and social inclusion for all Indians.RESULTS- The film crossed a million YouTube hits in one week.- Google wrote to Visa stating the video generated the highest number of views in a day for anyBanking & Financial Services campaign.- Kashmir began to gain greater focus- 4.5 million visitors on D2A.com- 14298 dreams shared.- 42,116,275 seconds - Total time spent on the platform.- #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.EXECUTIONThe integrated campaign was launched with a documentary style film based in Kashmir – a statebattling geographical impediments, terror and militancy. The emotional story of a man who cycles tocreate light for his small town using Visa Debit card. The film directed people across the nation to logon to the dream2advance platform.
34THE SITUATIONMillions of Indians are unable to take part in the countrys economic progress because of poorinfrastructure and no access to city amenities. But there is e-commerce, and that is available to all,including all Indians who have a debit card.THE STRATEGYWhile a Debit Card is in almost everyone‟s wallet, there is an infrastructure struggle because ATM &POS terminals have not penetrated beyond the top 10 or 20 cities. So, no matter how much they wantto, young Indians, in parts of the country are limited to what they have access to. But a transformationis happening, every village and town is being wired with connectivity making e-commerce a magicalsolution, which can be used in every part of the country. Visa plays a powerful role in this context inenabling the democratization of payments. This campaign is targeted at the common man and hisaspirations because the ability to pay in an efficient manner is the fundamental right of every personirrespective of which socio economic segment he or she comes from. It is more than shopping online,it is about enabling dreams and ambition for advancement.