THINKING INSIDE THE BOX by VML Qais Mumbai for PIOMA INDUSTRIES

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THINKING INSIDE THE BOX

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Industry Soft Drinks
Media Promo & PR
Market India
Agency VML Qais Mumbai
Designer Priyanka Khedekar, Amit Joshi
Illustrator Gurunath Patil
Editor Sam B. Zarthoshtimanesh
Released February 2010

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: PIOMA INDUSTRIES
Product/Service: SOFT DRINK CONCENTRATE
Agency: REDIFFUSION Y&R
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Entry URL: http://www.madrasna.com
Art Director / Creative Director: Ashutosh Karkhanis (Rediffusion Y&R)
Business Head / Digital: Rachana Dharia (Rediffusion Y&R)
Art Director / Associate Creative Director: Sanket Pathare (Rediffusion Y&R)
Designer: Priyanka Khedekar (Rediffusion Y&R)
Creative Associate: Nikhil Ghag (Rediffusion Y&R)
Designer: Amit Joshi (Rediffusion Y&R)
Illustrator: Gurunath Patil (Rediffusion Y&R)
Creative Associate - Art: Denver Fernandes (Rediffusion Y&R)
Creative Associate - Art: Vikrant Markal (Rediffusion Y&R)
Editor: Sam B. Zarthoshtimanesh (Rediffusion Y&R)
Chief Creative Officer: Sagar Mahabaleshwarkar (Rediffusion Y&R)
Chief Creative Officer: Minakshi Anchan (Rediffusion Y&R)
Media placement: Carton - Supermarkets In Metro Cities. India. - 1st March 2010
Media placement: Microsite - On The Packaging & POS In Malls. - 1st March 2010
Describe the objective of the promotion.
With global players entering the Indian market, the soft drink concentrate brand, Rasna was losing its loyalty base. The core Target Audience of 6-10 years old, considered the brand to be dated, boring and stagnant. Parents perceived it to be artificial and chemically formulated with near zero nutrition. But had nostalgic appeal for the brand and took pride in its Indian origins. The task was to create a promotion that revives the brand, makes it relevant to parents who pay for it while tickling the imagination of children who consumed it and strongly influenced the purchase decision.
Describe how the promotion developed from concept to implementation
The concept of the promotion was to convince the dismissive, disapproving, skeptical yet nostalgic parent as well as the fun hungry imaginative kid. The integrated implementation across the Indian retail landscape and web media influenced the audience's worldview - reinforcing the positive nostalgic appeal, establishing nutrition capabilities, demonstrating fun through augmented reality that activated a unique game in synch with one of the 9 characters inside the pack identified through a specialised software that comprehended the characters displayed on a webcam.
Describe the success of the promotion with both client and consumer including some quantifiable results
Within the first quarter of the launch of the promotion, the sales jumped by 24%, the brand awareness scores went up by 90% and relevance scores for both children and parents went up by 150% and 75% respectively.
Explain why the method of promotion was most relevant to the product or service
The instant popularity of mythological characters on the reverse of each pack was further leveraged by the augmented reality that could recognise which character was flashed on the webcam. This helped drive sales as kids started buying more packs to be able to play the unique game associated with the pack on the web.