Direct Response advertising often has the offer said upfront.
But when the communication for a Personal Injury policy, MahaRaksha has an insight-driven idea, THE JOYS OF A SECOND CHILDHOOD and is targeted at settled children of old parents, the inherent drama makes for compelling messaging that tells the story with a smile.
Complementing this idea further was the offer of a Holiday for both old parents at Disneyland, Hongkong.
This ill-fated campaign (much appreciated but stalled by the client’s Asia offices) was conceived 2 years before a competing brand released a full-fledged campaign on this similar idea.
Client : Tata AIG General Insurance
Agency : Bates 141
Can a floor cleaner do more than just clean floors? Why not inculcate cleanliness as a way of life in young minds who are in the process of habit formations?
Almost 2 decades ago, Hindustan Unilever discovered to their amazement that MY CLEAN WORLD an innovative idea for a school contact programme would have lasting impact for their floor cleaning brand, Domex than any other conventional communication.
A set of My Picture Story Book and My Clean World chart were distributed to Class 2 children. The storybook stayed in class while the chart would be at home. This set would be different for Class 3 and another set for Class 4.
Weekly fun lessons – illustrated stories on various aspects of cleanliness – had to be completed by the child and supervised by the teacher. A month later on completion of a story, the child would detach the ‘moral of the story’ jigsaw piece and take it home to affix it onto his My Clean World chart. This chart-cum-calendar got completed at the end of 6 stories, much to the delight and pride of the parents and teachers who found their kids getting possessive of their clean world.
The brand’s constant presence at home and with parents watching their child’s involvement with its key benefit of cleanliness, brand goodwill felt so squeaky good!
My Picture Story Book used at school: (regret image quality of this earlier work)
The completed My Clean World chart at home: (regret image quality of this earlier work)