| Title | VEGGIE ANIMALS |
| Brand | ONIDA |
| Product / Service | MICROWAVE |
| Category | A05. Alternative Media |
| Entrant | McCANN WORLDGROUP Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP Mumbai, INDIA |
| DM/Advertising Agency: | McCANN WORLDGROUP Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | McCann Worldgroup | Executive Chairman & Regional Executive Creative Director, Asia Pacific |
| Akshay Kapnadak/Rahul Mathew | McCann Worldgroup | Creative Director |
| O. R. Radhakrishnan | McCann Worldgroup | Creative Director |
| Ravi Shanker, Kevin Lobo, Deepak Jage | McCann Worldgroup | Art Director |
| Rahul Mathew, Godwin D'mello | McCann Worldgroup | Copy Writer |
| Dhanwinder Singh, Anish Gutkha | McCann Worldgroup | Acoount Manager |
| Vishal Shinde | Carver | |
| Pratim Turukmare | Photograher |
Objective - To communicate Onida microwave’s feature called “deodorizer”, which instantly removes the odour of what was previously cooked (specially meat) T.A - SEC A and B Houewives
Microwave being the product we wanted to portray 'food' in an innovative way as well as address the problem head on. Sculpting the veggies was not only innovative but also spoke to the consumers very directly of a problem they suffer often.
We collaborated with a renowned Indian food artist to highlight the problem. With veggie-sculptures: animal sculptures that were made out of vegetables. It turned out to be a great way to highlight the product promise: Let veggies be veggies.
Thousands of hits, forwards and mentions on Youtube, Facebook, Twitpic and blogs. A 200% increase in demos and most importantly, a 30% increase in sales.