TIMES OF INDIA INNOVATION by McCann Erickson Mumbai for Marico

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TIMES OF INDIA INNOVATION

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Industry Public awareness
Media Print, Magazine & Newspaper, Case study
Market India
Agency McCann Erickson Mumbai
Creative Director Denzil Machado
Art Director Bianca D'sa, Ajay Ram
Copywriter Manish Patel, Abhinav Tripathi, Nachiketa Anand
Group Account Manager Geetanjali Saini
Illustrator Siddhi Yadav, Prasad Ramachandran
Released March 2010

Awards

Spikes Asia 2011
Media Use of Media Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Magazines/Newspapers
Advertiser: MARICO
Product/Service: SAFFOLALIFE
Agency: McCANN WORLDGROUP Mumbai, INDIA

Executive Chairman & Regional Executive Creative Director - Asia Pacific: Prasoon Joshi (McCann Worldgroup)
Creative Director: Abhinav Tripathi (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Art Director: Siddhi Yadav (McCann Worldgroup)
Art Director: Ajay Ram (McCann Worldgroup)
Art Director: Bianca D'sa (McCann Worldgroup)
Art Director: Prasad Ramachandran (McCann Worldgroup)
Copywriter: Abhinav Tripathi (McCann Worldgroup)
Copywriter: Nachiketa Anand (McCann Worldgroup)
Copywriter: Manish Patel (McCann Worldgroup)
Illustrator: Siddhi Yadav (McCann Worldgroup)
Illustrator: Prasad Ramachandran (McCann Worldgroup)
General Manager & VP: Loveleen Raina (McCann Worldgroup)
Business Head: Mangesh Mulajkar (McCann Worldgroup)
Group Account Manager: Geetanjali Saini (McCann Worldgroup)
Production Head: Robert Joseph (McCann Worldgroup)
Production: Harshal Pandere (McCann Worldgroup)
Production: Uday Apkar (McCann Worldgroup)
Production: Sachin Sawant (McCann Worldgroup)

Results and Effectiveness:
The innovation reached more than 7 million individuals across the country. Over 90% of the audience picked up the message that heart has an age. The print innovation increased the Heart’s Age awareness from 4% to 23% in Mumbai and 5% to 21% in Delhi. 40% of the people who visited the site completed the Heart`s Age test. The scores for ‘Good For Heart’ equity improved by 29% in Mumbai. As a result, scores of ‘brand for me’ improved by 19% in Mumbai and by 8% in Delhi. More than 32,000 people took the Heart’s Age test on the website.
Creative Execution:
To illustrate what it meant to be ‘Young@Heart’, we tied-up with the country’s leading newspaper, the Times Of India (TOI) and gave this everyday, mundane newspaper a facelift. On 25th September, 2010 we undertook the mammoth task of transforming 7 editions of TOI newspaper, to look like they were written and designed by a child.

With a tight deadline of just 20 minutes per edition, the team worked in tandem with the TOI editorial team to convert the regular B/W paper into a page from a child’s drawing book.
Insights, Strategy and the Idea:
As an expert in heart care, Saffolalife uses World Heart Day as a platform to get individuals to take note of their heart health and enable them to assess it. This year, the task was to break the NEW NEWS that our heart has an age too and it could be different from our real age. The challenge was to demonstrate this in a way that was impactful, engaging and heart-warming. Our insight - How we behave is not reflective of our age. IT IS REFLECTIVE OF OUR HEART’S AGE.