Karmayog.org DM LITTER TO LAMPS by J. Walter Thompson Mumbai

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Art Director Goral Ajmera, Rishabh Thapar
Photographer Rohit Redkar
Released October 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: KARMAYOG.ORG
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director: Goral Ajmera (JWT India)
Art Director: Goral Ajmera (JWT India)
Creative Supervisor - Copy: Sasha Mahajan (JWT India)
Art Director: Rishabh Thapar (JWT India)
Digital Artist: Deepak Jadhav (JWT India)
Photographer: Rohit Redkar (JWT India)
Agency Producer: Asmit Chachad (JWT India)
Media placement: Lamps - 2500 lamps were put up and sold in Street Stalls in Mumbai - 1st October 2009

Describe the brief/objective of the direct campaign.
Every Diwali, it is tradition in India to clean your house thoroughly, ridding it of all old and unusable objects. And every year, a lot of this junk finds its way to Karmayog in the form of donations. But the reality is that not much of it comes to any use, even for the poor and needy. Karmayog approached us for a solution to this problem.

Explain why the creative execution was relevant to the product or service.
We took the litter that otherwise had no use and created Diwali lamps from it. This not only solved Karmayog's problem of accumulated junk but also generated money for them that could actually be donated to the poor. Karmayog is an NGO that works towards sustainable solutions and an execution such as this one reflected their philosophy as well.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
During Diwali, people put up lamps outside their homes. These lamps are sold on the streets of Mumbai. We took the junk and transformed it into a collection of creatively designed lamps or kandils. So whether it was a torn T-shirt, a single shoe, a kettle or a bag that had seen better days, every object was revamped into Diwali decor. We put up the litter lamps in a stall alongside these other stalls just before Diwali. We made about 2500 lamps from litter and generated almost Rs. 4,00,000/- which was distributed amongst 500 poor families.

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.
As Karmayog is an NGO, there was no budget allocated for this project. Apart from the electrician's daily wages of Rs. 400/- per day, we did not incur any cost but in fact generated money for them with the sales of the lamps. We made about 2500 lamps from litter and sold all of them, generating almost Rs. 4,00,000/- which was distributed amongst 500 poor families.