Title | MAGIC DRAIN OPENER |
Brand | PROCTER & GAMBLE INDIA |
Product / Service | SHAMPOO |
Category | B02. Consumer Products & Services |
Entrant | GREY WORLDWIDE INDIA Mumbai, INDIA |
Entrant Company: | GREY WORLDWIDE INDIA Mumbai, INDIA |
Sales Promotion/Advertising Agency: | GREY WORLDWIDE INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Satish Sharma | Grey Worldwide (I) Pvt Ltd | Art Director |
Amit Shankar | Grey Worldwide (I) Pvt Ltd | Art Director |
Ankur Kalita | Grey Worldwide (I) Pvt Ltd | Copywriter |
Amit Shankar | Grey Worldwide (I) Pvt Ltd | Executive Creative Director |
Malvika Mehra | Grey Worldwide (I) Pvt Ltd | Chief Creative Officer |
Amit Akali | Grey Worldwide (I) Pvt Ltd | Chief Creative Officer |
Anjali Jain | Grey Worldwide (I) Pvt Ltd | Account Manager |
Manoj Adhikari | Stance Productions | Producer |
Mukesh Jagoorie | Sound Stream Studios | Sound Effects |
Bijuria Mathur | Grey Worldwide (I) Pvt Ltd | Film Producer |
Divyapratap Mehta | Grey Worldwide (I) Pvt Ltd | Planner |
Hair fall, while being common among women in India, is sometimes neglected or accepted as inevitable. We decided to make this most personal of problems a little less personal.
We launched the Magic Drain Opener which promised long-term freedom from clogged drains. We flooded stores with free samples of our product. Our promoters made sure every shopper walked out with a free sample. When they opened their packs, they found a sachet of Pantene Pro-V Hair Fall Protection shampoo instead. Fallen hair is the main reason behind clogged drains. So, stop hair fall. Stop drains from clogging. The pack also had a Rs 10 discount coupon redeemable on buying a 100 ml Pantene Pro-V Hair Fall Protection shampoo pack and a number to SMS to for hair protection tips.
We were successful in showing the mirror to busy women who had forgotten that by taking care of themselves better, they could take care of their homes better. Of the 40,000 discount coupons that were distributed, 12,000 were redeemed.
There is a lot of noise when it comes to hair care advertising. Every brand talks of nourishing/strengthening/lengthening hair. We changed the playing field by taking the game of hair care advertising to the home care arena. Pantene is a brand that is recognised worldwide for its innovation. And our non-traditional approach is a testimony to the living genes of innovation in every Pantene product.