FA HUGMAIL by TBWA\ India for Fa

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FA HUGMAIL

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Industry Deodorants
Media Direct marketing
Market India
Agency TBWA\ India
Released May 2013

Credits & Description

Advertiser: JYOTHY LABORATORIES
Agency: TBWA\INDIA
Category: Fast Moving Consumer Goods
Advertising campaign: FA HUGMAIL
Account Director: Nirmalya Sen (TBWA\India)
Creative Director: Parixit Bhattacharya (TBWA\India)
Copywriter: Revati Victor (TBWA\India)
Art Director: Satyajeet Kadam (TBWA\India)
Copywriter: Parixit Bhattacharya (TBWA\India)
Creative Director: Satyajeet Kadam (TBWA\India)
Copywriter: Shagun Seda (TBWA\India)
Creative Director: Shagun Seda (TBWA\India)
Chief Creative Officer: Parixit Bhattacharya (TBWA\India)
Account Director: Nipun Goomer (TBWA\India)

Execution
A deodorant eliminates body odor, freeing women of their inhibitions. As a deodorant brand, Fa propagates hugs as an expression of feeling fantastic. With Fa HugMail, we endeavored to not only lift the initial barrier to hugs (by inducing women to purchase Fa deodorants) but also going on to lift barriers like time and distance by enabling the women to send hugs to each other, wherever they may be. A hug they could hold, touch and feel. For the first time in India, hugs could be sent across as easily as ordering flowers or chocolates.

Client Brief Or Objective
Fa’s global proposition is “Feel Fantastic” and local communication propagates the power of a hug. The objective was to increase sales by activating the local positioning. The target audience was drawn in two ways. By providing a post purchase incentive to existing customers, as well as inducing new customers by first giving them an incentive to purchase.The strategy was to walk the talk - make women actually feel fantastic by getting a hug from one another.

Implementation
Fa believes in the power of a hug. We found a way to make women hug more and in the process increase sales by defining a new product distribution system. Fa Hugmail. India’s first national courier service for hugs. A free delivery system that enabled women to send hugs to each other by buying a Fa deodorant. A team of women from Fa went and hugged the intended recipients at their doorstep. Each recipient was then offered a chance to send a hug to someone else by buying a Fa deodorant, starting a domino effect of purchases and hugs.

Outcome
From the responses at the touchpoints, the promotional activity created resonance for the brand. By creating a unique buying experience, we delivered the brand’s point of view in a meaningful way that translated into 4.56% of annual sales in a week. A week that also saw 2313 hugs being delivered to an equal number of pleasantly surprised women.