NASAL RADIO INNOVATION by Grey Mumbai for Ambi Pur

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market India
Agency Grey Mumbai
Executive Creative Director Sham Ramachandran, Vishnu Srivatsav
Released April 2011

Credits & Description

Category: Best Use of Audio
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Apr 2 2011
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
National Creative Director: Malvika Mehra (Grey)
National Creative Director: Amit Akali (Grey)
Executive Creative Director: Sham Ramachandran (Grey)
Executive Creative Director: Vishnu Srivatsav (Grey)
Senior Copywriter: Jayanth M (Grey)
Sound Engineer: Vishal Chandrasekhar
Account Director: Vineet Singh (Grey)
Media placement: Radio Innovation - 94.3 FM - Radio One (Mumbai, India) - 2 April 2011

Insights, Strategy & the Idea
The objective was to communicate the effectiveness of Ambi Pur Car Perfumes to car users in Mumbai City using radio as a medium.

Rush-hour radio shows are a hit among office goers returning back home in their car. At this point, the radio station literally lives inside the car The perfect opportunity to reach our core target audience exactly where we wanted them - in their cars.

Creative Execution
We took over the popular 94.3 FM Radio One station and their star Radio Jockey, Jai, during the rush-hour show. We also bought the rights to a popular bollywood song and re-recorded it to make it sound like the singer is holding his nose shut. As part of regular programming, we made the Radio Jokey hold his nose shut and introduce the song in a nasal twang. After we played the nasal song, the Radio Jockey came back and begged listeners to do something about the damn smell in their car so that he could stop holding his nose! He followed that up with advice to pick up AmbiPur Car Perfume from the nearest supermarket.

Results and Effectiveness
This nasal exercise got an unexpected response from listeners. Callers badgered the Radio Jockey to speak in the nasal tone and also requested the radio station to play more nasal versions of popular songs.