Results and Effectiveness

The brand reached total of 41.2 Million individuals over 100 towns through Jatra. Movie Premiere alone in Jatra reached to 5 Million people, who gave it an overwhelming response. In small towns of Maharashtra: - brand’s equity score increased from 63 to 89. Market share for brand has increased by 1.5% where its “Sales value” has increased by 10%. Now the brand has become the integral part of “Bioscope Cinema” to reach out millions of people every year.

Creative Execution

Bioscope movies are shown during “Jatra” (known as farmer’s celebration) and happen across more than 100 towns of Maharashtra every year. These movies, an untapped medium till now, makes the most popular form of entertainment here. It’s low-cost, caters to masses, and has a very high percentage of female audience. We associated with Marathi blockbuster movie - “Naata Mama Bhachicha (“Relation of Uncle & Niece”) and reversed the movie distribution channel to release first in these bioscope cinemas before even being released in mainline theatres. We used this opportunity to strengthen brand equity with - Branding in Jatra, and running bioscope Ads in the film. We excited consumers by bringing the movie stars to them who has never ever seen an actress before. We also build interactivity by playing the household related quiz between celebrity & consumers.

Insights, Strategy and the Idea

Wheel is the biggest laundry brand in India and faces a stiff challenge from local brands in priority market Maharashtra. It needed to reach out to 70% of consumers who live in rural parts to improve its equity. 40% of rural population is not reachable through any mass media. Past attempts through any programme have been inconsistent, ineffective & expensive to reach them. The rural population here is mainly agrarian. Their celebrations are all about festivities and rituals. They always look forward to the “Travelling cinema”, popularly known as “Bioscope movies” which comes to them only once a year during celebration. We identified “Farmer’s celebration (Jatra)” as the right place to reach them. Bioscope movies are played in areas where access to a cinema theatre doesn’t exist. The enterprising operator simply has an old movie projector, sets up a tent and after few days, moves from one village to another.