McCANN ERICKSON INDIA, Mumbai / PERFETTI VAN MELLE / 2008
Wall paintings are widespread, and in many cases the only medium available in rural India. It is the most cost-effective medium available.
Incandescent bulbs light the regular wall paintings across the country during night. The Bollywood style posters took a lot of effort (and was a lot of fun), but once we had got their artworks in place all we did was to light up the wall paintings, this time with the bulbs displaced from their usual space and huddled together in a line.People are used to seeing Bollywood posters on these sites but for a change there was a different story being told, with the product benefit incognito. These installations were quite a crowd – puller with the locals as they found these executions quite quirky, conveying the product benefit in a simple entertaining manner.
The response to the campaign was phenomenal and far exceeded the norms. The brand recall increased. In fact many people actually believed that they were Bollywood movies to be released. The sales also were raised and people referred to HappyDent as ‘the bulb chewing gum’ in local parlance.
STARCOM MEDIAVEST GROUP, Prague