Some genuine ideas of mine, around a few brands!

1. Pouring my heart
out!
BY SULAGNA DAS

2. Social media campaigns in the past three years that I’ve hated & why!
1. Del Monte’s #DontBeASucker – 2016:
I find it to be the same as a person talking dirty about another person just
to glorify himself! Negative vibes – totally!
Rather, why not take the positives of oneself and speak about it straight. Or
even, play reverse psychology!
2. Whisper’s #OwnThose5Days – 2016:
Whisper has been talking about girls/women overachieving even during
their periods, ever since!
Not only through social media but also through their mainline campaigns.
And they’ve been targeting women professionals or girl performers.
Leaving out on the first timers. That’s a huge TG!

3. What I would do differently for the same brief!
Del Monte:
Brief –
According to a Neilson market research, Dabur’s Real leads the packaged juices market
with a share of 54%, followed by PepsiCo’s Tropicana at 33%, Paper Boat at 1.5% and
Del Monte only at 0.6%.
Del Monte India, although having a wide range of unique flavours was still lagging way
behind the competition because of a lack of brand awareness among the youngsters as
well as a general tendency of the consumers to go for more popular flavours, like
mango, orange, pineapple etc.
Del Monte was looking to increase its market share and to build a strong TOM recall by
making a bold statement to connect with today’s youth.
My Idea –
Emphasise more on the hashtag - #CanIt.
It would be a positive approach. Encouraging the youth that if they wish for something
and have enough will power then they “can” do it.
Stories based on #WishIt #WillIt #CanIt
Eg: Success stories of start-up entrepreneurs, rural kids with achievements in scientific
inventions, first transgender police officer, etc.
These stories are in line with the brand because these are rare, lesser known but of
high value!

4. Cont...
Design Idea –
1. Image of a successful entrepreneur giving a speech, with the Del Monte canned
juice as the mic in his hand!
2. Image of the first transgender police officer with Del Monte canned juice as the
gun in the holster!
3. Image of the rural kid with achievements in scientific invention, looking
through the Del Monte can as if it was a binocular!
Del Monte - #WishIt #WillIt #CanIt
Association Idea – Sponsor/Co-sponsor Paralympics!
Concept Note –
Paralympics is all about what people can do if they have enough will power!
This would go so well with the brand hashtags #WishIt #WillIt #CanIt.
Lots and lots of instances, with the various Paralympics participants & champions
can be talked about and full-fledged campaign can run before the Paralympics!

5. My Idea –
1. Campaign – #TakeCareOnThose5Days
2. Campaign – #ToFaceTheNatural #BeNatural
Concept Note –
Why is it that women have to be on the run even during their periods?
In the process of breaking the stereotype, we are creating a new stereotype!
That women need to overachieve even during their periods!
It is a biological process. Not absolutely necessary to be meddled with!
There’s a lot of blood loss, which makes the female body weak. Not to mention the
nerve wracking cramps most females experience!
What’s the harm in taking rest?
What’s the harm is taking care of someone who’s going through it?
Unless, there’s an occasion like a patient is to lose his life & the female doctor needs to
save him, or a female bomb diffuser needs to diffuse a bomb!
What about focusing on the first timers? Why not educate them in a better way about
what’s to come and how to handle it!
Why is there never a home maker in the ads? Are they not worth using Whisper?
Also, why leave out on new mothers?
Cont...
Whisper

6. Cont...
Engagement Idea for FB/Twitter –
1. Our society is still male dominated. We hush up period talks. Why?
Let’s ask the fathers, the first hero of every daughter, how they would take care
of their daughters when she’s on her first periods! What’s the extra care he
would take? Talking openly will also help bridge the gap between the genders
as well the generation!
2. Do all mothers-in-law do cruel stuff with their daughters-in-law? No?
Then let’s ask them how they would take special care of the daughter-in-law
who’s just had a baby.
3. Let’s #TakeCareOnThose5Days for our house-maids even! She’s on her periods
and she’s not only doing the chores around your house but five other houses as
well! Can we at least help her out with some food, water, tea?
4. It is a wrong concept that home makers don’t need rest!
They manage the whole house, the daily routine of the full family. And that’s
quite a task! Let’s ask the family members how they would take care of her –
say, by ordering out? Or getting some savouries for her sweet tooth?
Whisper - #TakeCareOnThose5Days

7. Cont...
Idea for FB/Twitter –
1. Encourage taking rest during the days of periods.
Because, every girl is not well built, or has the stamina to run around on the
field while she’s on her periods!
2. Encourage taking a day off and relax, because some females have a more
complex biology which makes the periods even worse!
3. Talk about the DOs & DON’Ts for a first timer! Let’s talk to her and educate her
the right way.
Microsite –
1. UGC – Through the Social Media Channels we ask people about their stories on
how they handled their first time, and publish those on a microsite.
2. UGC – How women manage to take some rest and yet do the pending or
absolutely necessary work they have in hand! Management skills!
3. Doctors Speak – Bites of specialists on what to eat or drink, how to take care of
the problems like period pain, cramps, etc.
Whisper - #ToFaceTheNatural #BeNatural

8. Blog post for the Durex blog that features Salman Khan, KRK and
a Delhi Boy.
Concept –
Durex stands for Durability, Reliability and Excellence.
Hence, along with mentioning Salman Khan & KRK, tried to bring in the
essence of these words as well!
Blog – The Boy who Dured!
Why such a Name?
Dured as in merging two words – Durex & Dared.

9. Concept for an Instagram sponsored post that features a man
with a wolf’s head.
Concept –
A man with a wolf’s head is an example of an outlaw.
And hence, if one is an outlaw, he has to face his fears upfront.
All the criticisms, allegations, rejections, attacks are on his face by everyone who is
accepted as a normal person in the society.
The Instagram Sponsored post can be that of a Rehab Centre.
Post Copy can be –
Searching for your #pack? Come find your own people at <address of the Rehab
Centre>.
The “#pack” here refers to the wolf pack!
The Rehab Centre can help people going through the same problem, by hosting
therapy sessions that will help them overcome their fears and become better.

10. If I had access to Donald Trump’s twitter handle for a day!
1. It was just a phase! I truly am #sorry for all my racist comments. And,
@BarackObama is the #best President of the world, just like Albus
Dumbledore was the greatest sorcerer in the world!
#iamSirius. Sorry, scratch that! #iamserious!
2. I revoke all the allegations & restrictions I put on Muslims because ever since
I haven’t been invited to a single #EidMubarak party! My Mutton #Biryani
cravings have reached their heights now.
3. I think, the #GreenTea from @teameteas has finally purified me and gotten
rid of the harmful free radicals! I would love to get some more from them but
only as a gift, just like in 2016!

11. Thank you…