Cannes Lions

LIFEBUOY

MINDSHARE, Mumbai / UNILEVER / 2013

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Overview

Entries

Credits

Overview

Execution

CHINTOO existed in Daily Sakal for last 2-decades and had become an integral part of common man’s life mainly due to its subtle real-life humor.

Lifebuoy saw an apt brand marriage, with this legendary character, that, up until now, was completely untouched & non-commercialized.

Lifebuoy made Chintoo disappear to play on surprise element, building curiosity about his absence.

First time in 21 years history, readers woke-up to find their beloved Chintoo strip “MISSING”.

In the same space, we built brand-messaging idea, a readers-based contest, wherein readers responded with fun instances about Chintoo in their life.

First time in 2-decades CHINTOO endorsed a brand.

Through readers’ responses, we created a series of contextual branded Chintoo strips wherein the character propagated “Handwashing” as “FUN”.

It was supported by in-film hyperactive brand placements & interval brand messaging in first ever Chintoo feature film.

Message reinforcement was done through “Glow Germ” Cinema Hall activations

Outcome

14.7mn people connected through Lifebuoy Chintoo Print adventure across Maharashtra in just 10 days.

Market-share showed a 4% spike in Maharashtra, activity market.

Unaided brand awareness grew from 63% to 67%.

“Handwash is an enjoyable experience” mind-measure grew from 56% to 60%.

81% unduplicated recall of Lifebuoy Chintoo Print association.

2.3mn reached through 30000 secs co-branded TV exposures in just 15 days

1mn reached through In-film integrations & Glow Germ activation

Branded Chintoo Facebook page showed stupendous rise in followers during the activity period.

Source: - Millward Brown & ORMAX Research

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