GRENADE by Euro Rscg Mumbai for Mortein

GRENADE

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Industry Insecticides
Media Design & Branding
Market India
Agency Euro Rscg Mumbai
Executive Creative Director Mr. Nilesh Vaidya
Creative Director Joejee Manthanam
Art Director Rashmi Brid
Released December 2009

Credits & Description

Category: Posters
Advertiser: RECKITT BENCKISER
Product/Service: MORTEIN MOSQUITO REPELLANT
Agency: EURO RSCG INDIA
Date of First Appearance: Dec 25 2009 12:00AM
Entrant Company: EURO RSCG INDIA, Mumbai, INDIA
National Creative Director: Satbir Singh (Euro RSCG)
Executive Creative Director: Nilesh Vaidya (Euro RSCG)
Creative Director: Joejee Manthanam (Euro RSCG)
Art Director: Rashmi Brid (Euro RSCG)
Media placement: Poster - Point of Purchase - 25 DEC 2009 -25 JAN 2010

Describe the challenges and key objectives
Mosquitoes are a general nuisance and health threat, especially in an equatorial country like India. The challenge here was to convince the consumer that it is possible to fight conditions like these. The communication objective hence was to prove that Mortein is the most powerful mosquito killer in the market.

Describe the brief from the client
To re-enforce the core benefit of Mortien. And that is Mortein fights against the toughest mosquitoes better than any other brand in the market.

Describe how you arrived at the final design

It takes a tough weapon to do away with the toughest of mosquitoes. Thus, the design idea of integrating a grenade with a mosquito was arrived up on. The design also re-established Mortein as the strongest mosquito killer available.

Give some indication of how successful the outcome was in the market
A design interpretation of the core benefit of a mosquito repellent was a first in the market and grabbed the consumers attention at the point of sale. This was reflected in the 11% sales spike for the last quarter of 2010.