Radio - the only media consumed in a car, and a high affinity medium in our audience, led the campaign.Phase 1 emphasized the need for air fresheners in cars: factoids ran on-air through RJ mentions, radio spots and PR. A roadblock strategy ensured high visibility.

A poll was conducted to select the celebrity whom listeners would love to go on a Freshness Drive with.Results were declared in phase 2 and the popular Indian actress Neha Dhupia went out on Delhi roads asking for a lift from passing-by cars.Neha decided to stay inside a car basis the freshness quotient of the car. Her entire journey was aired live on Fever FM.

The activity concluded with a contest to win yet another chance to go on a drive with Neha, which got hundreds of interesting entries.

The top two dailies in these cities also called for entries to the contest and announced the winners.

1.AmbiPur awareness hit 85% and it became the brand with highest TOMA 2.P&G gained 1.7% share from Modern Retail in Quarter 3 of 20113.Mumbai and Delhi, grew shares more rapidly (119 index) than rest of the markets4.In 10 days, over 2000 listeners entered the contest with unique ideas to keep their cars guest ready5.For the first time in 3 years, Fever became top radio station in Mumbai for consecutive 6 weeks due to the popularity of this activity