ONIDA VEGGIE ANIMALS by McCann Erickson Mumbai for Onida

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ONIDA VEGGIE ANIMALS

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Industry Electronic Devices & Home Appliances
Media Promo & PR
Market India
Agency McCann Erickson Mumbai
Director Kariappa
Creative Director O.r. Radhakrishnan, Akshay Kapnadak
Art Director Ravi Shanker, Kevin Lobo, Deepak Jage
Copywriter Basabjit Majumdar, Godwin D’Mello, Rahul Mathew
Photographer Pratim Turukmare
Account Supervisor Anish Gutka
Illustrator Vishal Shinde
Released December 2010

Credits & Description

Category: Durable Goods
Advertiser: ONIDA
Product/Service: ONIDA MICROWAVE
Agency: McCANN WORLDGROUP
Date of First Appearance: Dec 2 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman/Regional Executive Creative Director/Asia Pacific: Prasoon Joshi (McCann Worldgroup)
Creative Director: Akshay Kapnadak (McCann Worldgroup)
Creative Director: Rahul Mathew (McCann Worldgroup)
Creative Director: O.r. Radhakrishnan (McCann Worldgroup)
Copywriter: Rahul Mathew (McCann Worldgroup)
Art Director: Ravi Shanker (McCann Worldgroup)
Art Director: Kevin Lobo (McCann Worldgroup)
Art Director: Deepak Jage (McCann Worldgroup)
Photographer: Pratim Turukmare
Illustrator: Vishal Shinde
Account Supervisor: Anish Gutka (McCann Worldgroup)
Account Manager: Dhanwinder Singh (McCann Worldgroup)
Director: Kariappa (No If No But Films)
Account Director: Parvathy Nair (McCann Worldgroup)
Copywriter: Godwin D'mello (McCann Worldgroup)
Media placement: Installations - 3 - Shopping malls across Mumbai - 15 January 2010

Describe the objective of the promotion.
The problem with cooking meat in a microwave is that its odour lingers on and mixes with whatever veggies you cook later. And Onida, for the first time, had introduced a microwave with a deodorizer to tackle this problem. The objective of this promotion was to address people's fear and offer them this novel solution from Onida.

Describe how the promotion developed from concept to implementation.
The concept was born from the insight that veggies don't feel like veggies when they smell like meat. So we collaborated with a popular Indian food artist to create veggie sculptures - that looked like meat, but were made from vegetables - to convey the message.

Explain why the method of promotion was most relevant to the product or service.
Since food is one of the most relevant things for the category, using food for the sculptures seemed the right choice. What's more, the sculptures were installed at various shopping malls with Onida dealerships. So that people could check out the product while its communication is still fresh in their minds.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A 200% increase in sales demos. And a 30% increase in sales.