Maggi Promo HAHA CAR by Publicis iStrat Gurgaon

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HAHA CAR

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Industry Sausage and meat products
Media Promo & PR
Market India
Agency Publicis iStrat Gurgaon
Art Director Sunny Johnny, Rohit Bagga, Nitin Aggarwal, Amit Yadav, Ayan Das, Niloy Som
Copywriter Sudhir Das, Ata Husain
Released May 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: NESTLÉ
Product/Service: SAUCE
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: May 8 2010
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
National Creative Director: Emmanuel Upputuru (Publicis Capital)
Creative Director (Art): Mohit Tomar (Publicis Capital)
Creative Director (Copy): Ritu Sharda (Publicis Capital)
Art Director: Sunny Johnny (Publicis Capital)
Copywriter: Sudhir Das (Publicis Capital)
Art Director: Niloy Som (Publicis Capital)
Art Director: Nitin Aggarwal (Publicis Capital)
Art Director: Amit Yadav (Publicis Capital)
Art Director: Ayan Das (Publicis Capital)
Copywriter: Ata Husain (Publicis Capital)
Presentation Producer: Chiranjiv (Filmsmyth)
Presentation Editor: Neeraj (Filmsmyth)
Account Management: Ashutosh Sawhney (Publicis Capital)
Account Management: Neelesh Phadnis (Publicis Capital)
Account Management: Mohit Mishra (Publicis Capital)
Account Management: Aurnob Godinho (Publicis Capital)
Account Management: Neha Verma (Publicis Capital)
Account Management: Manoranjan Jena (Publicis Capital)
Art Director: Rohit Bagga (Publicis Capital)
Media placement: TV Campaign - 4 spots - Star Plus, Sony - March 2010
Media placement: Interactive Voice Response Hotline - Phone - March 2010
Media placement: Onground activation - Haha Car - On-ground - May 2010

Describe the objective of the promotion.
objective was to bring its communication in line with overall MAGGI positioning of “Taste, Health & Happiness” – so far it had been built around the product story, the tonality being humour/laughter with a tagline “Its Different”

It was important to have and communicate a category relevant Health and Wellness Story. So we looked at it in a unique way which could be owned only by MAGGI Sauces.

Describe how the promotion developed from concept to implementation.
We started with the insight 'laughter is the best medicine' - the health benefits of laughter are well established. This was brought to life and taken directly to the consumer with a Haha Car - a specially designed car that could go around telling jokes. A telephone hotline was set up where people could submit jokes. These jokes were told to consumers in a series of events across the country.

Explain why the method of promotion was most relevant to the product or service.
We have been making consumers laugh over these years with our communication, over an oft repeated line ‘It’s different’. We now move the conversation from the product to the consumer.

Now with MAGGI Sauces ‘Spread laughter & happiness, Make India healthy – Make a difference’*

Describe the success of the promotion with both client and consumer including some quantifiable results.
4 million calls to the hotline
56,000+ jokes submitted
400,000+ direct contacts on-ground

20% Overall Growth
15% Rise in Growth