Himalaya Herbal Healthcare Promo, Case study WASH YOUR HANDS OFF by Meridian Communications

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market India
Agency Meridian Communications
Creative Director Manoj Jacob, C Ravikumar
Art Director Smiju Tk
Copywriter Vaishnav Balasubramaniam
Released December 2011

Credits & Description

Category: Best Use of Print
Senior Vice President/Head Of Branch: Shenaz Bapooji (Meridian Communication)
Creative Director: C. Ravikumar (Meridian Communication)
Creative Director: Manoj Jacob (Meridian Communication)
Copywriter: Vaishnav Balasubramaniam (Meridian Communication)
Art Director: Smiju Tk (Meridian Communication)
Management Supervisor: Anoop Ancil (Meridian Communication)
Senior Account Executive: Bidisha Goswami (Meridian Communication)
Media placement: Ambient - Used Books - 3rd December 2011

Insights, Strategy & the Idea
A low-budget communication to increase awareness of Himalaya’s Hand Sanitizer - Himalaya Pure Hands; with an emphasis on regular use and core benefit. The target, while were aware of the product, did not realise the importance of using it on a regular basis.

Most things in India, because of the sheer population are touched by many people. Who end up passing on germs from one to another.

Creative Execution
Indians wet the tips of their index fingers with their tongue before turning the pages of the books. And there are ‘used books’ vendors aplenty, peddling their books on footpaths. Making the perfect combination to illustrate our point. The worn-out look of the books and the publication dates made it obvious that the books were used. And pages flipped by many saliva-wet fingers. A great place for germs to thrive and for us – a great communication medium.

A small sticker shaped like the corner of a page (a right angled triangle) carrying the message – ‘Use Himalaya’s Hand Sanitizer’ was printed and stuck on pages of used books. Driving home the product benefit just at the time when consumers were going to wet their fingers. Striking while the iron is hot, if you may. Forcing them to seriously consider the entire phenomenon seriously.

Results and Effectiveness
Though the exercise was officially started on December 2011, the product benefit is still being communicated till date, increasing awareness continually.