BALLOONS by Publicis Capital Delhi for KHUSHII

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BALLOONS

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Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency Publicis Capital Delhi
Director Shirsha Guha Thakurtha
Art Director Raylin Valles, Rajit Gupta
Copywriter Emmanuel Upputuru, Shikha Sud, Seby John
Producer Mukesh Jagoorie
Released September 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: KHUSHII
Product/Service: FUND-RAISING NON GOVERNMENT ORGANISATION
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Sep 20 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
National Creative Director: Emmanuel Upputuru (Publicis Communications)
Copywriter: Emmanuel Upputuru (Publicis Communications)
Copywriter: Shikha Sud (Publicis Communications)
Art Director: Raylin Valles (Publicis Communications)
Art Director: Rajit Gupta (Publicis Communications)
Copywriter: Seby John (Publicis Communications)
Director: Shirsha Guha Thakurtha (Little Lamb Films)
Producer: Mukesh Jagoorie (Soundstream Studios)
Media placement: TV COMMERCIAL - DISH TV - 15-25 DECEMBER 2009
Media placement: INTERNET - KHUSHII.ORG, FACEBOOK - 20 SEPTEMBER 2009
Media placement: POSTER CAMPAIGN - MALLS, SCHOOLS, COLLEGES, EATING OUTLETS, OFFICE COMPLEXES, MUSIC STORES, BOOK S - 20 SEPTEMBER-26 DECEMBER 2009
Media placement: PRESS CAMPAIGN - NEWSPAPERS - 20 SEPTEMBER-25 DECEMBER 2009
Media placement: ON GROUND PROMOTION - ON SITE BANNERS, FLAGS, POSTERS, BADGES, STANDEES, GRAFFITTI BOARDS - 25 DECEMBER 2009
Media placement: ENVIRONMENT FRIENDLY BALLOONS - MALLS, SCHOOLS, COLLEGES, EATING OUTLETS, OFFICE COMPLEXES, MUSIC STORES, BOOK S - 20 SEPTEMBER 2009

Describe the brief/objective of the direct campaign.
Khushii is a non government organisation that raises funds for other non government organisations involved in various social causes. The objective of this campaign was to make an appeal for charity in a manner that inspires people to voluntarily step forward and make generous contributions for the noble cause of aiding the underprivileged.

Explain why the creative execution was relevant to the product or service.
The campaign was appropriately named Flight of Joy. Khushii means joy. And this mood lifting, happy campaign brought just that to everyone involved in it. There was something in the campaign for everyone. Khushii got the funds. The non government organisations supported by Khushii got the financial support they were seeking. The people who donated got a release from their guilt along with a fresh start in the coming year. The balloons went up in the air on 26 December 2009, at the historic location of India Gate. And took with them all the memories of pain, helplessness and GUILT.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

In India, people hold a strong belief that one good act can help them absolve any guilt. Khushii gave them an opportunity to pay for all the guilt they might have accumulated in the past year. Khushii created a unique symbol of the proverbial 'one good act': an environment friendly balloon sold for a nominal price. Khushii gave people an opportunity to write their guilt on these balloons and release it for good at a mega event. The campaign got immense support from celebrities, media, the corporate world and the general public. The guilt releasing balloons were in huge demand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On 26th December 2009, at the historic location of India Gate, it looked like all of Delhi was there to let go of its guilt with each balloon. The city of Delhi paid a whopping Rs. 1.2 million for its guilt. The funds raised from the campaign released joy that was worth every guilt it eased. 20 non government organisations benefitted from the campaign. Every one went home guilt free and happy. Of course there were many who were guilty of not taking this opportunity. Khushii plans to give them another chance this year.