PROJECT SWASTHYA CHETNA by Ogilvy & Mather Mumbai for Unilever

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PROJECT SWASTHYA CHETNA

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Ogilvy & Mather Mumbai
Art Director Saurabh Chandekar
Account Supervisor Aditya Phadke, Bhavna Moorjani
Released March 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: HINDUSTAN UNILEVER
Product/Service: HUL CORPORATE- MULTIBRAND FMCG
Agency: OGILVY & MATHER
Date of First Appearance: Mar 15 2010
Entrant Company: OGILVY & MATHER, Mumbai, INDIA
President: Samir Gupte (Ogilvy & Mather)
National Creative Director: Rajkumar Jha (Ogilvy & Mather)
Client Services Director: Santosh Nair (Ogilvy & Mather)
Account Supervisor: Bhavna Moorjani (Ogilvy & Mather)
Account Supervisor: Aditya Phadke (Ogilvy & Mather)
Account Executive: Varun Uchil (Ogilvy & Mather)
Account Executive: Lavina Sequira (Ogilvy & Mather)
Director, Operations: Naruttom Saikia (Ogilvy & Mather)
Art Director: Saurabh Chandekar (Ogilvy & Mather)
Copy Supervisor: Saisuresh Murthy (Ogilvy & Mather)
Media placement: On Ground Activation - 28316 Villages - March 15, 2010

Insights, Strategy & the Idea
Rural India with more than 700 million people offers a huge opportunity for any marketer, but with its own challenges- low media reach, irregular electricity supply, low literacy etc. This made the task challenging for Hindustan Unilever Limited (HUL) to engage with these consumers.
The key objectives were:

1. Drive awareness/penetration among rural consumers
2. Create a unique scalable, cost-effective module, driving growth for multiple brands of HUL
3. Induce rapid change of brand adoption metrics in the TG

To engage effectively with the Indian rural woman, our core TG, we created media where none existed and went beyond. We took inspiration from local culture that she could relate to, reached out to her and created a memorable occasion right at her doorstep.

Keeping in mind the objective of marketing multiple brands, we created a scalable, cost-effective and impactful model, which allowed us to engage with difficult-to-reach rural audiences.

Creative Execution
Traditionally in a rural Indian wedding, the bride arrives in a ‘Palanquin’- a symbol of happiness and celebration. The bride brings with her new information, products and habits.

Various HUL brands promise better health and lifestyle, bringing happiness and wellbeing for the family.

Marrying these two, we created ‘The Palanquin of Happiness’.

• Our Palanquin had a television set, a DVD player and a rechargeable battery. 684 such multimedia sets of Palanquins penetrated 3 key states of India every day, for 7 months, taking media where none existed.
• Two communicators carried this ‘Palanquin’ to the audiences’ doorstep and engaged them in an interactive session, carrying out demonstrations, sampling and incentivized selling.
• showcasing rural-specific films;
• Specially created animated films (rural tone) showcasing local lifestyle and brand based problem-solution relationship were shown to the TG.
• Brand visibility and product availability with village retailers, closed the loop.

Results and Effectiveness
• More than 3000 communicators, with 684 Palanquins covered 28,316 villages.
• We engaged more than 10 million women through India’s largest ever ‘consumer engagement’ program.
• Brand visibility and availability was created at close to 200,000 rural retail outlets
• Brand awareness as well as penetration for most of the participating brands increased significantly*
• Market shares for the ‘Home & Personal Care’ category of HUL increased by 700 basis points in one of the key states*

*Detailed tables/graphs attached