Brief Explanation

Duracell Ultra - the most powerful battery of India, needed to communicate its dual benefits to consumers in a powerful way. The biggest barrier that the brand faced was ‘lack of believability in the ‘10X stronger’ claim, though it was a proven fact. We created a blackout on the homepages of popular Websites and allow users to bring them back to life by clicking the Duracell battery that appeared on the screen. Once users clicked, full power and brightness was restored and a brand message appeared Results 1.TOMA up from 8% to 33% 2.Key markets witnessed 16% surge in sales