KHIDKI AMMA GOSSIP THROUGH WINDOWS by DDB Mudra Group Mumbai for SHELL FOUNDATION

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KHIDKI AMMA GOSSIP THROUGH WINDOWS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Ajay Sundaram
Art Director Dhiren Punjabi
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SHELL FOUNDATION
Product/Service: INDOOR AIR POLLUTION AWARENESS
Agency: MUDRA DDB GROUP
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Anurag Gupta (Mudra DDB Group)
Executive Creative Director: Ajay Sundaram (Mudra DDB Group)
Art Director: Dhiren Punjabi (Mudra DDB Group)
Media placement: Live Advertising - Villages Of Karnataka - 20-10-2009

Describe the brief/objective of the direct campaign.
Every 20 seconds a mother or a child living in low income rural areas succumb to the threat of Indoor Air Pollution (IAP) caused by simple act of cooking. The objective was to make this unknown threat known to rural mothers and help them make informed choices to avoid this deadly threat.

Explain why the creative execution was relevant to the product or service.
In almost all Indian villages , there are characters named after their special traits / appearances . Hence Khidki which means window , amma which means aunt was born. As the name suggests she was a gossip monger who peeped in peoples homes through their windows and spread gossip. The act of opening the window is - accepting the presence of the problem at a physical level- when the smoke is unbearable, agreeing to hear more about the hazards of IAP at the emotional level and providing a culturally rooted channel at the media level.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For a woman who spends most of her time in the kitchen, the kitchen window is her window to the outside world. As windows were our channels of choice and window gossips the best ways to induce conversations & spread the news- we created a character called Khidki(window) Amma(aunt) - the village gossip. She was unleashed in each village, she went from window to window, commenting on the state of the kitchen, the watery eyes of the housewives, telling them what she thinks about her neighbors and inviting them to attend her gossip show in the street theatre format.

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.
An Independant research was conducted by Barometer research. Awareness of the health hazards of IAP went up drastically, in most cases, almost three times. More than 86% of housewives remembered the solutions to reduce the IAP in their kitchens. The objective was over achieved as