| Title | INDIA’S MOST POWERFUL BATTERY |
| Brand | PROCTER & GAMBLE |
| Product / Service | DURACELL |
| Category | A03. Best Use of Outdoor |
| Entrant | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Entrant Company: | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Media Agency: | MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Gaurav Virkar | Mediacom Communications India | Business Director |
| Husain Kapadia | Mediacom Communications India | Sr. Business Manager |
| Natasha Kapoor | Mediacom Communications India | Media Purchases Director |
| Neha Sadh | Mediacom Communications India | Sr. Business Manager |
| Anupama Biswas | Mediacom Communications India | Sr. Business Director |
Results and Effectiveness 1. Duracell Top of Mind awareness went up from 8% to 33% amongst those who have seen the communication 2. Mumbai & Delhi which are key markets of Duracell witnessed 16% surge in sales
We choose this singular means of transportation and branded them with Duracell Ultra. Auto rickshaws have co-incidentally the same colour coding as that of Duracell batteries ie Copper and Black. However the branding was unique- we superimposed images of Duracell batteries across the fuel tanks of autos, which are located on the back of the vehicle. The supporting message read: ‘Powered by Duracell. 10x Stronger’. This created an illusion that the autos were actually being powered by Duracell batteries! We branded over 200,000 auto rickshaws in Mumbai and Delhi. For a period of one month, commuters across these two key cities were greeted by the image of Duracell-powered autos. Since the image was pasted on the back of the autos, commuters in both cities (which have record traffic jams) could not miss the innovation.
Insight: Duracell Ultra is a market leader in alkaline batteries space, but was looking to take on zinc batteries in India. The biggest barrier that the brand faced was ‘lack of believability in the ‘10X stronger’, though it was a proven fact. We were targeting urban audiences who were always on the go. We had to catch their attention when they least expected it and clearly communicate the power that Duracell afforded. A larger than life solution was required that would help them actually visualize the power of Duracell Ultra. Idea: Duracell Powered Autos! We decided to ‘ride on’ the ubiquity afforded by this rather singular means of transportation and POWERED them with Duracell Ultra. The supporting message read: ‘Powered by Duracell. 10x Stronger’. This created an illusion that the autos were actually being powered by Duracell batteries! A never done before use of a transportation medium NOT AS A MEDIUM BUT AS A MESSAGE ITSELF worked as a perfect fit for the brand which is heavily used on-the-go.