Results and Effectiveness

With more than 13000 brand exposure in a span of 4 weeks, this activity increased brand-recall by 26% and preference-scores by 17%. (Source: TNS) Urvasi rewrote Britannia 50-50 success story. The Rome-Roman approach of localizing media proved that LIVE BRAND CHARACTER could bridge-gap between brand and consumer, even in the absence of the traditional format advertising. By touching lives of 5million homemakers across 9Markets, Urvasi set NEW BENCHMARKS in using media by LIVING THE BRAND in 40 different ways across 40 cities!

Creative Execution

In a country of multiple values and attitudes, localization was key! Radio offered a platform for active-engagement through customization and local-flavor by being cost-effective. Like the saying “In Rome do as the Romans do”, every market was targeted by creating a local Urvasi who will talk to homemakers in their style. Through a multi-phased activity, Urvasi became live advertising by coming-on-air across 40stations in 9markets TEASER: Urvasi lands up from nowhere, enthralls RJs, creates curiosity & gets invited on the shows. REVELATION: Urvasi becomes real: Co-hosts shows with RJs, charms listeners, play Agony-aunt cum Mrs Fix-All and comments on current-issues. Brings unique brand values to life daily -as good as airing a new commercial everyday! SUSTENANCE: Urvasi mania gave shape to a huge ‘Where-is-Urvasi’ drive across 23cities. Popular RJs went looking for Urvasi in malls, multiplexes, apartments. 12000 women tried their luck to be Urvasi-in-town and identified with the brand.

Insights, Strategy and the Idea

Britannia Industries Limited is a leading Biscuit making company in India. One of the flagship brands, Britannia 50-50, a salt & sweet biscuit was coming-on-air after a long hiatus of 5years. The marketing objective was to reposition the brand as homemakers’ biscuit (Females,25-44,SEC,ABC) and move away from being a youth brand. The communication objective was to build-connect & engage with the homemakers in a joyful manner to lighten their mood. Also, reinforce brand preposition/values. Insight: Homemakers love gossiping & discussing day-to-day issues with friends. In the busy life of a homemaker, sharing her experiences with friends is the biggest stress buster. The BIG IDEA was to give life to the BRAND CHARACTER, bring her LIVE on a medium & build the brand-association with homemakers. The brand-character - Urvasi, like the brand, was witty, lovable, Mrs. Know-all, and had an opinion on everything under the sun.