Beyond Media….

Drop Sugar 4 a
‘Honelicious’ life
 Dabur India raised a debate on 'sugar
versus honey' issue
 Campaign broke out with special
features and television tie-ups on the
use of honey in Indian cooking
 Followed by launch of a Dabur coffee
table book on creative honey recipes
by nutritionist Komal Taneja
 Post-launch strategy saw a stream of
honey recipes and placement of
authored articles emphasizing the
goodness of honey and its healthy
benefits
Campaign Period: 8-
12 months
Campaign Cost: 4-5
Crores approx
 Key Learnings

 As the ambit of honey grew, in features and articles, Dabur Honey

came to establish itself as substitute for sugar.
 The success of Dabur Honey PR campaign achieved a dramatic
turnaround by growing the Indian honey category, making Dabur
Honey the numero uno in the market place
 According to reports, through the integrated communication
approach:
 The brand grew at 26% in sales in a single year, leading to an increase
in the brand revenue by Rs. 200 million (US$ 4 million) from the
previous year
 Today Dabur Honey is a Rs. 1000 million (US$ 20 million) brand.
‘Freshizza Cookery Show’
 Pizza Hut rolled out a dramatic
launch for its pizza crust
‘Freshizza’
 Rashmi Uday Singh with brand
reportee Zayed Khan
THE ECONOMIC
TIMES demonstrated the product’s
freshness, through a unique
‘Freshizza Cookery Show’ &
sampling
 At Delhi’s oldest Pizza Hut Outlet
 Campaign received nation wide
coverage and was extended to
Chennai, Bangalore & Mumbai

Campaign Period- 6
HINDUSTAN TIMES
to 8 months
Campaign Cost: 3-4
Crores approx
‘Freshizza Cookery Show’
 In Mumbai, launch was timed to
coincide with its TVC featuring
Malaika Arora Khan
 Consumer media was invited for a
preview of the TVC & to the
restructured cookery show ‘Get Fresh
with Malaika’
 Featuring the top model and Rashmi
Uday Singh at a local Pizza Hut
 Followed up by special Freshizza
deliveries to key media offices to
ensure broadest possible reach
 Key Learnings

 Launch events at the four major cities of the country received an

enthusiastic response from nearly 150 journalists
 The photo opportunity made it possible for product and brand to
be carried across all major print, electronic and online media in
India
 According to reports, in less than two months of the launch, one
out of every four customers at Pizza Hut had tried out Freshizza,
i.e. almost half a million customers have already sampled the
product and the growth of sales grew by about 12–15 per cent per
restaurant
Is your heart older than you?
 Quaker Oats, partnered with TOI and
Apollo Hospitals, to launch-- ‘Mission to
Make India Heart Healthy’
 Also launched a portal to assess risks
associated with the heart and share
tips on how to stay ‘Heart Healthy’
 Banners on mass portals were rolled
out to create an initial buzz and lead
users towards the Quaker portal
 Campaign activitated in phases– such
as partnering with the Chennai
Marathon

Campaign Period:
Phased out campaign
(1 year)
Campaign Cost: 8-10
Crores approx
 Key Learnings

 Quaker Oats aims to gain heart health propriety in India

 For such a mass movement launch an integrated campaign was
required that could engage the target consumers across all touch
points
 Tie-Up with Apollo Hospitals and the Times of India has lent the
campaign tremendous credibility, scale and stature while also
highlighting the health benefits of Quaker Oats
‘Tayyari Jeet Ki’
 Cadbury Bournvita partnered with TOI
to unveil an innovative campaign
 With ‘Tayyari Jeet Ki’ as the core theme
 Invites entries from mothers to share
stories on their kid’s achievements that
have made them proud
 # 50 winning entries will get chance for
a special rendezvous with celebrity
achievers, Abhinav Bindra, Leander
Paes & Sunidhi Chauhan

Campaign Period-
Rolled out in Feb
2011
 Key Learnings
 Mothers are aware of the pressure-to-perform on the kid and don't
want to add to it. This is what the new Bournvita campaign captures
- Bournvita is one more thing the mother provides in the kid's
preparation for life.
 Break Out of the campaign through TOI and further roll out through
radio channels was a good platform to spread the message across
key target audience
 The campaign through its website www.tayyarijeetki.com actively
engages its core target audience i.e. mothers and kids through
games, interactive quiz and puzzles
 Roping in celebrity achievers added to brand appeal
‘Get Sweet- Our Treat’
 In celebration of its new sweet potato
processing facility, Lamb Weston initiated
a sweet potato fries giveaway promotion
 In 2010, 150 participating restaurants in
USA distributed free servings of sweet
potato fries to their customers
 An "I Love Sweet Potato Fries" Facebook
fan page was also created
 Lamb Weston donated $1.00 per
Facebook fan and $.10 per serving of
sweet potato fries on promo day to the
Mississippi Food Network & the Food
Bank of Northeast Louisiana
 Key Learnings

 According to reports
 The promotion received news coverage in key media outlets, including
20 radio interviews and 11 TV interviews.
 Through the campaign the editorial content and daily management of
the promotion’s "I Love Sweet Potato Fries" Facebook fan page was
also executed which generated support from thousands of online users.
 By day’s end, 26,240 servings of sweet potato fries were given away,
and the promotion raised more than $10,000 to fight hunger in
Louisiana and Mississippi.
‘Get Sweet - Our Treat’
 Campaign was further followed by a
grand opening of the press
conference and ribbon cutting by
Louisana Governor- Bobby Jindal
 An employee picnic followed the PC
 With a community celebration to
show appreciation for the residents
who had enthusiastically welcomed
Lamb Weston
 All-day celebration, included
performances by local school
groups kids’ activities, food vendors
and free sweet potato fries for all
attendees
 Key Learnings

 The grand opening activities received news and editorial coverage in

key media outlets including The News Star, The Advocate, The Times-
Picayune, KNOE-TV, KTVE NBC 10 and several trade media outlets
 Ribbon cutting by state governor– Bobby Jindal, made for a good photo
opportunity and lent credibility to the second phase of the campaign
D Evil 2 has a Cause
 Liquor Giant Diageo, tied up
with MTV to launch its
Guardian Angels Campaign
 MTV VJs Nikhil Chinnapa and
Anusha Dandekar featured as
‘Guardian Angels’
 10 clubs in the Mumbai &
Bangalore were visited by
the Guardian Angels to
advise people against
drunken driving.
 Tips on safe drinking were
shared

Campaign Period-6
months approx
Campaign Cost: 10
Crore approx
 Key Learnings

 The campaign translated into great visibility and photo opportunities for
Diageo India in key features media- print and online , in Delhi and
Bangalore
 The intiative to have MTV VJs visit happening party spots in Mumbai and
Bangalore was bang on in reaching the relevant target audience– Youth
 The message ‘If You Drink, Don’t Drive’ saw Diageo as a socially responsible
company towards its target audience
 We R not Just Sherbet
HT Cafe  Century old brand Roohafza,
tied up with celebrity Chef
Neeta Mehta to concoct
recipes beyond the traditional
sherbet
 Also invited recipes using
roohafza from consumers
 Best recipe was awarded
Bangalore Hamdard hamper by Neeta
Mirror
Mehta
 Recipes also shared with
media
 Garnered visibility for the
brand
Campaign Period- 6-8
months
Campaign Cost: 1 crore
oke
 Key Learnings

 Hamdard through the campaign appropriately engaged the consumers to look

at Roohafza beyond sherbet
 Roping in a celebrity chef added to the credibility and appeal of the campaign
 Through the campaign and Hamdard gift hampers, the consumers were
introduced to other products of the company besides the ubiquitous Roohafza.
‘Eat 2 Win’ Contest
 On completing 10 years in Pune,
McDonald’s organized an ‘Eat 2
Win’ contest
 In the contest the customers
enjoyed their favourite burgers and
won special hourly and weekly
prizes
 Contest attracted participation
from a large number of Puneites
 Winner was presented with Maruti
A Star, by Isha Koppikar

Campaign Period (Event +

1 month activity)
Campaign Cost:: 1 crore
(No cost of the celebrity
as it was tie-up with Coke
 Key Learnings

 The ‘Eat 2 Win’ contest was a gesture by McDonalds Pune showcase its gratitude
towards the consumers
 The contest created good brand connect amongst the consumers
 Presence of Ronald McDonald the Chief Happiness Officer of McDonald’s and his
magic tricks kept the excitement intact for consumers
 Roping in Isha Koppikar added to the glamour and translated in photo opportunities
in key media and regional's in Pune
Thank - You