SHADE

Short List
TitleSHADE
BrandL'OREAL INDIA
Product / ServiceGARNIER SUN CONTROL
CategoryA03. Best Use of Standard Outdoor
EntrantPUBLICIS AMBIENCE Mumbai, INDIA
Entrant Company:PUBLICIS AMBIENCE Mumbai, INDIA
Advertising Agency:PUBLICIS AMBIENCE Mumbai, INDIA

Credits

Credits

Name Company Position
Ashish Khazanchi Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) National Creative Director
Prasanna Sankhé Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) National Creative Director
Bapi Bit Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Creative Director
Karunasagar Sridharan Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Copywriter
Dipti Deorukhkar Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Art Director
Shireesh Sabnis/Santosh Shetty Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Production
Mahesh Khatate Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Photographer
Milind Aglave Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Illustrator
Akshay Multani/Beliappa M. Publicis Ambience (a Div. Of Publicis Communications Pvt. Ltd.) Film

Results and Effectiveness

The billboard became the talk of the town in a matter of days. As expected, thousands of pedestrians stopped to look, and several even made use of it for a few minutes of relief from the almost intolerable summer heat. By the end of summer, product sales were higher by 30% and have been rising ever since. Pictures of the billboard have found their way into several blogs and articles.

Creative Execution

A billboard was tilted at an angle to provide shade to pedestrians and demonstrate what the product offers – protection from the sun.

Insights, Strategy and the Idea

Our objective was to establish Garnier Sun Control as an effective sun block and increase consumption during summer. The target audience for this product is primarily working women (16-30yrs). To drive home the message effectively, we chose prime locations in the city and demonstrated the product benefit in a simple yet powerful way.