Cannes Lions
OMD INDIA, Mumbai / JOHNSON & JOHNSON / 2014
Overview
Entries
Credits
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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