Cannes Lions

HEAR'S TO HAPPY THROATS

OMD INDIA, Mumbai / JOHNSON & JOHNSON / 2014

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Overview

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Credits

Overview

Execution

A Vocal solution to a vocal problem.

People’s throat would remain clear of all obstacles, with Benadryl as a Guardian. They could showcase their talent to outside listeners through FM Radio. The ultimate gratification was an opportunity to sing for a Bollywood movie.

Personified India’s “Happy Throats”, through a singing reality show “Benadryl Big Golden Voice” synergizing “beautiful voice minus any interruptions” and Benadryl

• “Benadryl Big Golden Voice Award”, with the biggest radio station, Big FM.

• five phases X 2 months X 45 cities (Stations)

• Call for entry, City level auditions, voting, judging, final selection

• On air with teaser promos, celebrity bites, RJ mentions, contest judge capsule and singer capsule

• Live broadcast, multimedia promotion, Celebrity judges, listener’s voting

o Almost 3000 promos, brand mentions across India

o Mileage worth more than four times the cost, across Print, Digital, On-ground

Outcome

More than 50,000 singers all over India tried their “happy throats” at singing

• Benadryl continues to be the #1 OTC cough syrup in a fragmented 800+ players market

• Month-on –Month cumulative contribution on the rise since launch of the campaign

• Strong repeat purchase by outlets ~ 20% across variants

Thanks to Benadryl, even during the “cough – prone season”, people kept happily singing, humming, talking, keeping India at its noisiest and musical best.

Bollywood will soon see (HEAR) Prachee from Delhi as a debutant Singer.

HEAR’s to HAPPY THROATS

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