PROTECT YOUR WALL by Publicis Ambience Mumbai for Kansai Nerolac Paints

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PROTECT YOUR WALL

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR
Market India
Agency Publicis Ambience Mumbai
Associate Creative Director Girish Wadisherla
Copywriter Alok Mahadevia
Editor Rahul Dagli
Released January 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: KANSAI NEROLAC PAINTS LIMITED
Product/Service: NEROLAC - HEALTHY HOME PAINTS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Jan 10 2011
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Entry URL: www.google.com
Vice Chairman & National Creative Director: Ashish Khazanchi (Publicis Communications)
Senior Creative Director: Vivek Rao (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Associate Creative Director: Girish Wadisherla (Publicis Communications)
Junior Visualiser: Sowmya Balakrishnan (Publicis Communications)
Associate Vice President: Omer Syed (Publicis Modem)
Senior Visualiser: Pratik Jain (Imped Productions)
Editor: Rahul Dagli (Imped Productions)
Graphic Designer: Shafakat Reshamwalla (Imped productions)
Associate Account Director: Nachiket Sant (Publicis Communications)
Copywriter: Alok Mahadevia (Pubilicis Communications)
Media placement: Digital - Facebook - 10 January 2011

Describe the objective of the promotion.
Kansai Nerolac Paints had just launched a range of Healthy Home Paints. They wanted to use their substantial presence on Facebook to raise awareness about these innovative products on-line.

Describe how the promotion developed from concept to implementation.
There are many irritating links that are posted on your Facebook wall particularly the recent splurge of spam links.Our idea was to use an advertising device that has never been used before - Facebook comments. When any of our Facebook members got spammed we commented below that post.
For example if Anita, one of our members got a spam which claimed that if she clicked on that link she would get a free IPAD, we commented below that post saying, "We cant protect this wall, but with Nerolac Healthy Home Paints, protect any other wall".

Explain why the method of promotion was most relevant to the product or service.
Because of the analogy used with the walls on Facebook, our message and platform couldn't be more fitting. The outbreak of irritating spams on Facebook also gave mileage to our campaign and the fact that we were promoting Healthy Home Paints.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Not only did we take a innovative leap in a category (digital), which has been highly untapped by other players in the paint market, but we also managed to do the whole campaign at a total cost of Rs. 0.
Result: The word spread not only amongst our existing members on Facebook which it was intended for, but also other Facebook users. There was a 28% increase in members with our total number reaching 40062. More than 10000 hits on our company website, and above 5000 inquiries for the product.