Ready Maid / Sparsh / Marvel Group Of Companies Print READY MAID by Out Of The Box

READY MAID

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Industry Website
Media Print, Magazine & Newspaper
Market India
Agency Out Of The Box
Creative Director Sabu Paul, Prathap Suthan, Guneet Pandya
Art Director Manoj Deb, Sarvagya Dhunta
Typographer Viral Pandya
Released October 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: READY MAID / SPARSH / MARVEL GROUP OF COMPANIES
Product/Service: SOCIAL SERVICE
Agency: OUT OF THE BOX
Chief Creative Officer: Viral Pandya (Out Of The Box)
Creative Director: Guneet Pandya (Out Of The Box)
Creative Director: Manoj Deb (Out Of The Box)
Creative Director: Sabu Paul (Out Of The Box)
Creative Director: Prathap Suthan (Out Of The Box)
Art Director: Sarvagya Dhunta (Out Of The Box)
Art Director: Viral Pandya (Out Of The Box)
Art Director: Manoj Deb (Out Of The Box)
Writer: Sabu Paul (Out Of The Box)
Writer: Viral Pandya (Out Of The Box)
Writer: Prathap Suthan (Out Of The Box)
Typographer: Viral Pandya (Out Of The Box)
Media placement: Distribution Of Cards - Grocery Stores, Malls, And Other Commercial Places. - 24th October 2011

Describe the objective of the promotion.
In Delhi, employing a domestic help is so unsafe that it’s required by law to have stay-at-home maids’ antecedents verified by the police. Sparsh, a Delhi-based NGO, provides employment to underprivileged women after training them in household chores. To help them find jobs, Sparsh launched a housecleaning service, Ready Maid.

A metropolis like Delhi has a huge population of working couples, who are in dire need of domestic helps. The client wanted to communicate to them that reliable domestic helps are now available.

Describe how the promotion developed from concept to implementation.
Considering the limited budget of the client, we arrived at the solution - a business card like no other. The scrub that doubled up as the card had Ready Maid's number displayed prominently.

We tied up with local grocery stores that handed the card to women shoppers. The cards were distributed by Sparsh representatives at shopping malls, offices and theatres.

Explain why the method of promotion was most relevant to the product or service.
Being something useful, the scrub is hard to throw away. The rubber print ensured that even if it is put to use, the details printed on it stayed. The cards led to increased calls, and hundreds of underprivileged women found joy and happiness, and a life with dignity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A card cost us Rs.17 (US$0.33) each

We distributed 3,000 cards, spending Rs.51,000 (US$994)

237 women now have jobs, and a life of dignity.