Aditya Birla Group Print GIVE WATER by DDB Mudra Group Mumbai

GIVE WATER

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Industry Insurance
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Associate Creative Director Krupananda Sivadasan
Executive Creative Director Vipul Thakkar
Creative Director Deepak Singh Dogra
Art Director Sanoop.t
Copywriter Sraman Majumdar
Released December 2011

Credits & Description

Category: Durable Goods
Advertiser: ADITYA BIRLA
Product/Service: SERVICE
Agency: DDB MUDRA GROUP
Chairman/Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Executive Creative Director: Vipul Thakkar (DDB Mudra Group)
Creative Director: Deepak Singh (DDB Mudra Group)
Copywriter: Sraman Majumdar (DDB Mudra Group)
Associate Creative Director: Krupananda Sivadasan (DDB Mudra Group)
Art Director: Sanoop.t (DDB Mudra Group)
Media placement: AMBIENT MEDIA - COMPANY SURROUNDING - 25 DECEMBER 2011

Describe the objective of the promotion.
To spread awareness about the new Oxygeans - an innovative denim product that saves 80 litres of water in the making of each pair.

Describe how the promotion developed from concept to implementation.
To spread awareness about the new Oxygeans - an innovative denim product that saves 80 litres of water in the making of each pair.

Explain why the method of promotion was most relevant to the product or service.
To establish the larger social objective behind creating a product like Oxygeans. With each pair of Oxygeans sold, the ‘Give Water’ initiative collects the water that is saved in the manufacturing process and passes it on to the thirsty parts of India.

Describe the success of the promotion with both client and consumer including some quantifiable results.
15,350 pairs of Oxygeans sold during the season = 1.2m litres of water saved and distributed in 112 places across India, with high visibility for both product and the brand. Since Autumn/Winter 2011 the ‘Give Water’ initiative has become an ongoing brand activity. And Oxygeans has grown to become the brand’s highest selling jeans.