G FOR GREEN, G FOR GENIUS by TME INDIA for Parle Products

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G FOR GREEN, G FOR GENIUS

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Industry Confectionery & snacks, Biscuits
Media Promo & PR, Case study
Market India
Agency TME INDIA
Released September 2009

Credits & Description

Category: Best Use of Radio
Advertiser: PARLE PRODUCTS
Product/Service: PARLE G BISCUITS
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: TME INDIA, Mumbai, INDIA
Team TME: Team TME (TME India)
Media placement: Phase 1: Radio - Big FM, 44 Stations - 22 September 2009
Media placement: Outdoor: Mumbai, Delhi - Mumbai, Delhi - 22 September 2009
Media placement: Banner Campaigns - 44 Indian Cities - 22 September 2009
Media placement: Signature Campaigns - 44 Indian Cities - 22 September 2009
Media placement: Microsite - Www.bigfm.com - 22 September 2009
Media placement: Phase 2: Radio - Big FM, 44 Stations - 27 September 2009
Media placement: Phase 3: Radio - Big FM, 44 Stations - 02 October 2009
Media placement: Flag-Off - 44 Indian Cities - 02 October 2009

Results and Effectiveness
The Marathon enlisted celebrities like Bollywood Actors, Politicians, Government Dignitaries and even Greenpeace activists to pledge, talk on issues and provide their own “G for Genius Solution”. School children and their parents across key cities also pledged their support. While history was being made, Parle G rode on the immense buzz around the event in 44 Indian cities which directly helped establish its promise of G for Genius and G for Green; building synergies with “Parle My Green Planet”. Free PR Coverage worth approximately US$450,000 was generated through this activity. A total of 407,880 listeners/citizens across 44 cities (via SMS pledges) participated.

Creative Execution
The agency devised a historic partnership with the India’s largest radio network –a RJ Marathon across Big FM’s 44 pan-India stations. Radio’s power of interactivity, localisation, vibrancy and “pester power” of its RJs lent itself perfectly to create a worthy extension of Parle’s CSR and elicit citizen pledges by suggesting simple changes to their lives/routines. The activity was in 3 phases – PHASE 1 (Sep 22-26): Problem Identification: The RJ and listeners listed out city-specific issues; PHASE 2 (Sep 27-Oct 1): The Genius 5 Solutions: The RJ elicited listeners to come up with solutions to problems and the best 5 was branded as the Genius 5; PHASE 3 (Oct 2-Oct 4): The Marathon: Each RJ enlisted listener-support to making their city greener via SMS and broadcast live with no break till he/she received 9270 pledge SMS. Multiple initiatives were undertaken - On-ground initiatives like Banner & Signature Campaigns across India, Outdoor campaign, a flag-off and a Microsite to build awareness and participation.

Insights, Strategy & the Idea

Parle Products, the largest producer of biscuits in India is widely considered to be a company with a strong social conscience. They adopted the cause of a greener planet by joining the “Joy of Giving Week” with a novel CSR initiative “MY GREEN PLANET”. Parle recruited students from 5000 schools pan-India to collect wrappers of any Parle products worth US$35, against which Parle would plant 1 tree through an NGO listed with Give India. Whilst most people agree to the principle of a greener planet and reduced global warming; nothing much was being done at an individual/city level as the issues are local in nature and needed to be tackled accordingly. Hence a larger voice was imperative... Parle G, arguably the world's most consumed biscuit, with its ''G for Genius'' proposition, has for decades symbolised health, nutrition and meal equivalence was chosen to be the torch-bearer of the activity.